In a recent article published by Med Ad News, Mary Anderson, Senior VP, Managing Director and Head of MedComm at EVERSANA INTOUCH, highlighted the pivotal role medical communications (MedComm) has played in giving brands a leg up in a competitive market.
MedComm’s ability to leverage nonclinical trial data, including patient real-world evidence (RWE) and channel effectiveness analytics, is transformative for brands, especially in rare diseases. By partnering with experts who can efficiently access and analyze real-world data, brands can better meet the needs of healthcare professionals (HCPs) and patients. Effective MedComm programs must generate deep insights into patients and treatment networks, ensuring life-saving treatments reach those in need.
For example, EVERSANA INTOUCH’s predictive modeling identified undiagnosed rare disease patients with 94% accuracy, ensuring targeted messaging to the right patients. Success in medical communications is measured by changes in attitude and behavior, not just attendance, and requires early, iterative scientific messaging throughout the HCP and patient journeys to deliver exceptional key performance indicators (KPIs).
Integrating communication channels, data and artificial intelligence (AI) offers infinite possibilities for effective messaging. Choosing the right MedComm strategy can be the difference between successfully harnessing data, analytics and technology to optimize impact and missing critical stakeholder touch points that create a compounding advantage in the market.
To dive deeper into unlocking the market advantages of medical communications, read the full article on Med Ad News.