Author: Sciterion

Sciterion spoke with Matt Kay – Visual Experience and Creative Director at Sciterion – about the blossoming world of creativity in medical communications.  Recognising a change in demand at every step of HCP engagement, we asked Matt about how this impacts his team. 

What innovations in medical education or HCP engagement are you most excited about?
“We’re at a tipping point of digital transformation.” The real excitement lies in using AI to anonymise and synthesise patient data, enabling the creation of rich, visualised patient journeys. These journeys offer global and localised insights, helping HCPs better understand care pathways and engage more meaningfully with patients. Determining the optimal points for education and treatment behaviour change – by understanding where HCPs will find it most relevant.

What advice would you give to new creative leaders entering the space?
“Remember, we’re designing for real people.” Matt encourages young creatives to embrace the breadth of digital media and see medical communications as a space for true creative impact. It’s not just academic anymore – there’s room for bold, engaging storytelling that connects deeply with both professionals and patients. The potential of new media is inspiring “It’s a real creative opportunity… for the amount of people they’ll reach with their work and the impact they’ll make.”

How do you foster innovation and agility while maintaining scientific rigor?
Innovation, Matt says, is born from early collaboration. By involving writers, client services and clients from the start, and approaching ideation like a creative sketchbook, teams can embed innovation into every step. Matt emphasises that innovation with creative technology is not just a varnish in communications work  “It’s got to be integrated into a whole thinking… it comes out naturally because we’ve picked the key people that are experts in their fields.”