Author: Sciterion

James Godding, Managing Partner at Sciterion, has spent years at the cutting edge of medical communications. He’s built and delivered many expert programmes with clients and clinical experts and has a wealth of calm expertise. Today he leads key client business, shaping the future of our communications approach.   

Sciterion sat down with James Godding to explore 3 big questions of our day – and his answers were packed with insight.

How is the shift towards patient centricity reshaping pharma companies’ approach to communications?
“Every client is talking about patient centricity – we are making it authentic.”

James emphasised how patient voices are now being integrated into events, communications and even MSL training, although compliance must be carefully managed. “The voice of the patient to reflect the reality of disease and treatment on everyday practice life is an enormous benefit.” HCPs are better able to recognise the value and impact of different therapeutic approaches. This shift is building trust with HCPs and making communications between HCPs, pharma and patients more authentic.

What partnerships will be key to driving future success in medical communications?
As a medical communications company, we are in collaboration with pharma and a wide range of partners. One of the most influential developments is the rise of Patient Advocacy Groups (PAGs), with patients as co-authors in published communications becoming central to strategy.  Notably, in the review and application of real-world data and outcomes, they can say: “The way you’ve written this best represents the patient’s perspective…or not.” We are seeing an emergence of the critical consideration of the true results of management from a recipients’ viewpoint. 

In tech partnerships, AI is making a significant impact on everyone’s activity.  From a communications demand, AI-powered insight generation is elevating in its promise.  Engaging the capability of bigger data to provide insights on HCP and patient health behaviour and treatment engagement is suddenly offering smaller pharma opportunities to understand key clinical nuances and better design treatment approaches with HCPs.  In the future, I see a leverage of AI capability “Just as much of a standard partnership as having a dedicated medical communications agency.”

How do you foster innovation and agility while maintaining scientific rigor?
In pharma and medical communications, accuracy is key. James emphasised the importance of training junior teams not just in scientific rigour, but in audience-first thinking.  All of our outputs must be founded in clinical and medical accuracy.  This must be reflective of relevant clinical practice though. For too long, communication with HCPs has been focused on numbers alone. To break through the noise of data, we look to innovate approaches.  “An ask of all our work is to challenge the traditional structures… think about who the audience is and whether there’s another way.”

Key takeaway: The future of medical communications lies in blending scientific integrity with human insight, creative thinking and smart tech.