From instinct to insights:
how data is transforming medical communications

With healthcare professionals (HCPs) overwhelmed by medical information, research and industry communications, effective engagement depends not just on having the right message, but also on using insights to deliver it with precision and impact.

The data paradox in medical communications

There is an abundance of data available to healthcare communicators:

• Behavioural intelligence: HCP content preferences and engagement patterns
• Clinical intelligence: prescriptions, procedures and patient journey data
• Understanding preferences: what HCPs say they want or believe
• Social listening: real-time professional and patient conversations
• Metrics and impact: performance data for optimisation.

The answer isn’t just more data. If the data remains siloed or the expertise to extract insights is lacking, then the value is lost.

Enter the ‘insight-first mindset’: a fundamental shift in approach. It doesn’t mean abandoning expertise and experience; rather, it builds on them using data to validate, enhance and optimise strategic thinking, using actionable insights to challenge conventional assumptions and ultimately measuring outcomes qualitatively and quantitatively.

An insight-first mindset begins with a simple but powerful question: “What data could help generate key insights to inform my thinking, shape my approach or validate my recommendations?”

Getting to insights from data is both a science and an art. There is science in analysing the data and identifying potentially interesting signals within the data. And there is art in decoding those signals; filtering out what is not relevant, not within our power to influence or not aligned to the strategic goals; and then generating an actionable insight or two.  Often, the biggest signal may not be the most important.

Once these insights are generated, they need to be integrated to be effective. Embedding ‘insight champions’ across the organisation can help bridge the gap between medical strategy experts and large-scale behavioural, market and preference data, ensuring that insights are clinically relevant and strategically aligned.

Effective data utilisation in medical communications requires integration throughout the entire project or programme life cycle. Champions can ensure that insights become a living part of the process, from planning to measurement and optimisation, working collaboratively within the team.

This approach is especially relevant outside marketing: an insight-first mindset can be used across all interactions between pharma and HCPs, delivering value for both parties by ensuring that content is relevant and impactful.

For example, treatment sequencing claims data uncovered treatment patterns that challenged conventional assumptions that switch usually occurs after long-term fatigue and nonresponse. This insight prompted a change in direction for the communication strategy, prompting a focus on switch and adequate trial messaging in the medical education plan.

Similarly, data-driven KOL identification benefits from layering academic, social media, prevalence and treatment data to find experts serving high-need communities outside the traditional academic circles.

Metrics and impact measurement are an essential part of a data-driven approach. This includes measuring the impact of the activity itself and its downstream effects, such as changes in the patient journey and clinical practice. For more on impact in medical communications, read our viewpoint here.

The most effective medical communications emerge from the synergy between analytical insights and empathy. Data shows what happens; empathy explains why and what it means for patients and HCPs.

Don’t eliminate judgment from strategy; instead, make that judgment more empathetic, precise and effective.

As artificial intelligence and machine learning capabilities continue to advance, the potential for data-driven medical communications will only grow, moving us toward a future where communications can be personalised, not just to therapeutic areas or specialties but to individual HCPs and their specific patient populations.

How to adopt an insight-first mindset:

1. Audit existing data: identify what data is currently available
2. Work with the right partners: work with teams who already integrate data and insights
3. Embed insight champions: integrate insights-focused individuals within strategic teams
4. Implement measurement frameworks: establish metrics that capture both immediate engagement and downstream impact.