Individualizing communications

Champion sponsor of the Annual Meeting

Reported by Devorah Weinstock


  • Denise Bonen, Senior Scientific Director, Complete HealthVizion
  • Heather Abourjaily, Head of Global Scientific Communications – Pipeline, Vertex Pharmaceuticals
  • David Hogben, Director, Region USA & Global Multichannel, Complete HealthVizion

Who doesn’t enjoy a good story? Stories communicated well can share meaningful content in an impactful way, and most people can relate by remembering poignant stories heard in their youth.

The speakers in this session highlighted elements of effective storytelling in the current medical publications landscape. Effective elements include weaving together a conflict, action, and resolution.

The speakers highlighted the implications for current medical communications. There is conflict in the medical publications space. The shift in healthcare towards precision medicine is disrupting the way audiences think and relate to medical and scientific communications. Vast amounts of data are expected to be rapidly and accurately communicated and disseminated to target audiences. How can this be done?

The key action to resolving this conflict is to individualize medical publications in order to connect with your audience on a human level. Moreover, for a story to resonate it is critical to understand a target audience’s needs, preferences, and learning styles. Individualizing publications to target audiences follows the 2020 trend of individualizing medicine to patients.

Finally, once the communication conflict is resolved, positive changes in clinical decision-making, behaviors, and practices can happen, enabling a truly meaningful difference in the lives of patients.