KEY TAKEAWAYS

• Health misinformation is a serious issue linked to low health literacy, with spread exacerbated by social media and AI.
• Pharmaceutical companies can help combat health misinformation through engaging with patients to develop accessible materials, and reaching audiences through the digital channels they use.

The spread of misinformation can have a serious impact on health and weaken public confidence in healthcare professionals and the pharmaceutical industry. In a recent PMLiVE article, Catherine Devaney explores how pharmaceutical companies can help combat the rapid spread of health misinformation online.

Devaney highlights that a lack of trust in institutions, healthcare systems, and governments is driving the public away from traditional sources of health information. In addition, “misinformation is easier to understand for many people”, with ~40% of working age adults in the UK unable to understand everyday health information due to low levels of health literacy. Health misinformation spreads rapidly on social media and through the use of AI, and often gains traction by appealing to emotions like fear, hope, or scepticism.

“Health communicators must proactively build trust by making information available in an accessible and engaging way.”

Devaney advises that health communicators must proactively build trust by making information available in an accessible and engaging way. She outlines key actions that health communicators in pharma can take, including:

• fostering relationships between key stakeholders, including healthcare professionals, scientists, and patient advocates, to promote transparency and trust
• gaining accreditation for evidence-based, plain language, and accessible materials, such as the Patient Information Forum (PIF) TICK certification
• engaging with patients who will use the information during the development process, to learn from their unique insights and ensure that the content is tailored to their needs
• monitoring digital platforms proactively for misinformation trends and developing a plan to engage with audiences via the same channels.

Devaney urges the pharmaceutical industry to use their expertise and resources to join the fight against misinformation, making a positive impact on health inequities.

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The 21^st Annual Meeting of ISMPP takes place May 12 – May 14 at the Grand Hyatt in Washington, D.C.

 REGISTER TODAY!
Registration is open until April 25, 2025

The theme for ISMPP’s milestone 21^st Annual Meeting is Diversity and Innovation: In Concert. This meeting gathers diverse professionals to inspire creativity, foster innovation, and advance medical communications for a more inclusive and dynamic future.

Don’t miss the premier medical communications and medical publications conference of 2025!

Topics covered include:

• Artificial Intelligence
• Omnichannel
• Plain Language Summaries
• Best Practices
• Data Visualization
• Publication Planning
• Digital Extenders
• Metrics and Analytics

9 Educational Workshop Offerings – 4 NEW Topics this Year! For both newer professionals and experienced professionals. Spaces are limited so sign up today!

Keynote Speakers, Member Research Posters/Oral Presentations, Exhibitors, Receptions, Networking, Awards, and more!

Company Team Discount/Champion Sponsorship for 10 Team Members or More!

Please contact exh-spon@ismpp.org for a discount code.

VIEW the meeting agenda. REGISTER TODAY!
Learn about ISMPP at: www.ismpp.org

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The 2025 European Meeting of the International Society for Medical Publication Professionals (ISMPP) was held in London on 27–29 January. The meeting, which was themed ‘Core Values for an Integrated Age’, saw a record-breaking 418 delegates in attendance.

A summary of the first day of the meeting is provided below to benefit those who were unable to attend the meeting, and as a timely reminder of the key topics covered for those who did.

Summaries of the second day of the meeting can be found here.

Summaries of Day 1

Chair’s welcome, CMPP update and ISMPP presidential address

KEY TAKEAWAYS

• Attendance and engagement at ISMPP EU continue to grow, reflecting an active and collaborative community of medical publications professionals.
• ISMPP’s core values are fundamental as the industry embraces innovation and integrates new technologies.
• The CMPP programme celebrates 15 years of excellence, with increased global representation and accessibility.

Mithi Ahmed-Richards (Taylor & Francis) opened the 2025 European Meeting of ISMPP, recognising the continued growth of the meeting with increasing numbers of abstract submissions and poster presentations. Acknowledging the collaborative spirit of the medical publications community, she emphasised how ISMPP and its members drive advancements in publication practices and ultimately improve patient care. Noting the meeting’s theme of Core Values for an Integrated Age, Ahmed-Richards stressed that trustworthiness surpasses skill and that core values must be demonstrated through actions.

Ann Gordon (Chair of the ISMPP Certification Board) provided an update on the Certified Medical Publication Professional (CMPP) programme, which is celebrating 15 years of professional excellence in medical publications this year. The CMPP community has grown to 1,659 professionals across 31 countries, spanning 6 continents, with South America most recently represented. Achievements in 2024 included the launch of the LearningBuilder certification platform, a significant rise in CMPP mentors, and enhanced accessibility through financial assistance for exam fees. Gordon reinforced the value of the CMPP credential in demonstrating expertise, leadership, and ethical publication practices.

Expanding on the meeting’s theme, Rob Matheis (ISMPP President and CEO) emphasised the importance of balancing core values with innovation, citing the need to consider evolving information sources beyond traditional medical journals. He outlined ongoing key initiatives of the society, including patient membership programmes, a renewed presence in the Asia-Pacific region, and the hosting of #MedComms Day. Matheis concluded with a call for members to actively engage in ISMPP activities to further strengthen the community of medical publication professionals.

Keynote: Finding core values in an integrated and sustainable world

KEY TAKEAWAY

• Andy Pag’s sustainable travel experiments highlight the power of incremental progress and the importance of clear communication in environmental advocacy.

Exploring sustainability: insights from Andy Pag’s adventures

Former BBC journalist and engineer Andy Pag shared his two-decade journey of pioneering sustainable travel. Though often labelled an environmentalist, Pag considers himself an experimenter seeking practical solutions.

Innovative expeditions

Pag’s first major sustainability experiment involved driving from London to Timbuktu in an old Land Rover powered by biodiesel made from waste chocolate. This was considered the first-ever carbon-negative expedition. He later organised the “Grease to Greece” rally, where participants scavenged waste vegetable oil from restaurants to fuel their cars, successfully completing the journey from London to Greece without fossil fuels.

Building on these experiences, Pag set out to travel around the world using sustainable transport. He restored an old school bus and adapted it to run on waste oil, successfully completing the journey while highlighting the potential of alternative fuels.

Lessons in communication

Pag transitioned from experimenter to advocate, emphasising the need for precise messaging. He cautioned that achievements, if not communicated thoughtfully, can be misinterpreted—an insight particularly relevant to medical publication professionals.

The Hero’s journey and scientific method

Pag drew parallels between the hero’s journey—a narrative arc involving a call to adventure, challenges, and transformation—and the scientific method. Both involve exploration, overcoming obstacles, and sharing newfound knowledge.

Trust and incremental progress

Throughout his travels, Pag learned to trust in the kindness of strangers, such as a voluntary military escort in Afghanistan. He advocates for celebrating small advancements in sustainability, recognising that incremental steps collectively lead to significant progress.

Personal choices for reducing carbon footprint

Pag suggests three actions: making sustainable lifestyle choices, supporting policies through voting, and fostering scientific literacy. His experiences serve as a testament to the impact of innovation, communication, and small steps in tackling environmental challenges.

Pag advocates for celebrating small advancements in sustainability, recognising that incremental steps collectively lead to significant progress.

Looking beyond traditional authorship: partnering with patients for inclusion in scientific conferences

KEY TAKEAWAYS

• The role of the patient at scientific conferences has evolved, from exclusion to tokenism to leadership.
• Patients are not conference “guests”, but expert partners helping to shape the future.

The time has come to evolve beyond tokenism and acknowledge patients as experts in their own right.

The first plenary session of the day explored the evolution of patient participation in scientific conferences, from exclusion to tokenism to active leadership. One such leader is patient advocate Mercy Shibemba, who shared her experience of growing up with HIV and the associated stigma. She highlighted the principle of “Nothing for us without us”, and underscored that seminal campaigns such as Undetectable = Untransmissible would not have been possible without meaningful patient engagement.

Amanda Boughey (Envision Pharma Group) reflected on the evolution of patient engagement at ISMPP itself, noting the significant progress made since she started working in MedComms 20 years ago. However, challenges remain: results from an interactive quiz during Boughey’s presentation revealed that the biggest perceived barrier to patient involvement at scientific conferences is concerns around compliance.

Enter self-described “compliance nerd” Rina Newton (Code Clarity). Newton clarified some of the misconceptions surrounding patient participation at scientific conferences, for instance, while EU regulations prohibit direct-to-patient drug advertising, this does not preclude patients from attending conferences, where they may:

• learn about trial findings
• interact with other attendees
• engage with medical stands
• ask questions about medicines
• speak at symposia
• give advice on advisory boards.

Simon Stones (Amica Scientific) stressed the need for stakeholders to proactively argue for patient involvement at conferences, citing the European Alliance of Associations for Rheumatology (EULAR) congress as an example of good practice. Specifically, we should:

• move beyond tokenism—patients should not be viewed as congress “guests”, but as equal partners shaping the future
• invest in patient leadership
• build a culture of respect by normalising patient involvement
• measure impact.

It should be noted that patient-driven impact metrics may differ from conventional measures of success. Shibemba gave the example of a study of youth-friendly health services for people with HIV that failed to achieve its primary outcome (viral suppression), but was considered successful from the participants’ perspective as it demonstrated the importance of integrated health services.

Pascale Cavillon (Ipsen) explained Ipsen’s patient-driven approach starts with the “why”, using early engagement with patients to establish their unmet needs, before collaborating with patient communities to translate science into meaningful solutions. Cavillon highlighted initiatives such as immersive experience training for healthcare professionals to highlight the lived reality of rare disease.

All panellists agreed that the time has come to evolve beyond tokenism and acknowledge patients as experts in their own right.

Sustaining publication quality in a fast-paced world

KEY TAKEAWAY

• Fast-tracking publications should be reserved for cases of strong justification, and require early, meticulous planning across pharma teams, authors and journals to ensure success.

Expedited publications have become increasingly common, with timelines shrinking from the standard 6 months to as little as 1 month. However, maintaining publication quality requires careful planning, resource allocation, and compliance with Good Publication Practice (GPP) guidelines. During this plenary session, panel members Demetrios Michael (OPEN Health), Karen King (OPEN Health), Sandrine Hardouin (Alexion), Margarita Lens (UCB), Saurabh Gagangras (Novo Nordisk) and Sam Cavana (Taylor and Francis), discussed how to balance speed, quality and compliance when accelerating publication timelines.

Foundation setting

Gagangras likened expedited publications to a dance performance—months of preparation for a precise and rapid execution. Strategic alignment across internal teams is critical. Early engagement with key opinion leaders ensures they are committed to a highly responsive process, while upfront logistical planning—such as completing authorship agreements and pre-submission inquiries—helps avoid delays.

Medical writers should be onboarded early and cover across time zones should be considered. Pre-drafted shell manuscripts and mock figures can allow blinded investigators to review content before database lock. Clear contingency plans for different data outcomes can also help streamline the publication process post-readout.

Compliant author review

Maintaining compliance while expediting timelines requires a structured yet unconventional review process. The panel highlighted the importance of kick-off meetings that clearly define expectations and review timelines, ensuring authors can accommodate shortened deadlines.

The panel also discussed the utility of live review calls to resolve conflicting feedback, and securing calendar dates for these well in advance. Detailed meeting minutes can ensure transparency and compliance while maximising efficiency. Additionally, pre-selecting secondary journal options and understanding the required adaptations in case of rejection helps minimise delays to final publication.

Navigating journal liaison

Cavana provided a publishing perspective on the process. He emphasised that engaging with journals early can smooth the submission and peer review process, but challenges remain, especially in securing reviewers. Cavana advised attendees to consider their use of artificial intelligence (AI) carefully, as well as the adaptability of any potential digital extenders. Journal policies on these aspects can vary widely and might hinder publication or delay the process.

The exception, not the rule

There was unanimous agreement from the panel that expedited publications should remain reserved for cases with strong justification. Examples include areas of unmet needs, Phase III trials supporting regulatory submission, first-in-class drugs, or paradigm-shifting treatments. Fast-track publishing places significant demands on resources and may disrupt ongoing publication plans. Managing stakeholder expectations is also crucial to prevent unrealistic timelines from becoming the norm.

The role of AI

The panel highlighted emerging AI applications could assist the process in the future, and some success has already been demonstrated with plain language summaries (PLS). Other potential uses, such as automated reference management and data validation, are being explored but require further validation to ensure compliance with journal disclosure policies.

Conclusion: need for speed?

 Success in fast-tracking publications involves meticulous preparation, structured review processes, and effective stakeholder communication.

Success in fast-tracking publications involves meticulous preparation, structured review processes, and effective stakeholder communication. While they can accelerate data dissemination, substantial effort is required to balance speed with quality and compliance. It is critical that that these timelines are reserved for rare cases for which there is strong justification.

A discussion on use cases and the adoption of AI within a pharmaceutical, biotech or device company

KEY TAKEAWAY

• Insights from industry highlight AI’s potential to enhance efficiency, quality and value in MedComms.

James Wright (Bioscript Group) led a discussion on the adoption of AI in MedComms with panel members, Pippa Hadland (AstraZeneca), Tom Grant (UCB) and Swati Krishnan (Boehringer Ingelheim). The aim of the session was to further delegates’ understanding of how to use AI in MedComms, by providing insights from the industry perspective.

AI is all around us, but what is it?

Wright opened the session by explaining what AI is. Simply put, AI allows computers and machines to simulate human learning. Indeed, most of us already use AI in our everyday lives, through navigation systems such as Google Maps, virtual assistants, education, and personalisation of online shopping, social media, and online entertainment.

Generative AI can create original content (text, images, video, audio) in response to users’ prompts. Natural Language Processing brings computer science, AI and linguistics together, “enabling computers to understand, interpret, and generate human language in a meaningful and useful way”.

AI in MedComms: panel insights

Several key themes emerged as the panel shared their experiences of developing and using AI for MedComms:

• Use cases – examples of AI tools developed and utilised by panel members included predominantly “low security risk” deliverables such as systematic literature reviews, PLS, and a manuscript first draft proof of concept using published secondary clinical data.
• Efficiency – AI can free-up employees’ time for more strategic tasks while it does the heavy-lifting, eg, summarising large documents, researching new therapy areas, finding details quickly within large quantities of information, or even collating overarching views from 1000s of HCP’s comments in social media.
• Prompts – Wright emphasised that “we get out what we put in” to generative AI, and well-structured prompts are key. UCB have an app that helps with prompt development, and AI can even be prompted to suggest better prompts!
• Quality – while quality may be a common concern, panel members found comparable quality between AI- and human-generated content.
• Value – time-saving with AI may allow budgets to go further, meaning better value for money.
• Data security – maintaining zero risk to patient data, and transparency, are both vital. Security infrastructure around AI is still in its infancy, and represents a challenge, therefore most panel members developed AI tools in-house using closed systems, for “low-risk” projects.
• Industry/agency collaboration – logistical challenges around transparency and security mean that some panel members have kept AI use in-house, while others have formed successful partnerships with trusted vendors.
• Training – experience of AI training comprised a mixture of self-learning through experimentation and online resources, and structured learning through company courses.

AI can free-up employees’ time for more strategic tasks while it does the heavy-lifting. In the future it will likely move beyond low-risk projects to include proprietary data and a wider scope of deliverables.

 What does the future hold for AI in MedComms?

With many companies already testing out AI, in the future it will likely move beyond low-risk projects to include proprietary data and a wider scope of deliverables such as infographics or video content. If one thing is clear from this session, it is that AI in MedComms is here to stay.

Roundtable sessions

Attendees then had the opportunity to participate in roundtables, which covered the following topics:

• Shaping the future of publication metrics
• GenAI in the real world
• AI in scientific publishing: overcoming barriers and bridging perspectives across sectors
• Use of social media in an integrated age
• Inclusive innovation: building a more accessible future in medical education
• Improving publication strategies: bridging standard approaches with innovative, proven frameworks
• Demystifying the submission & guidance for standalone podcast & video articles and extenders
• Cross-publisher plain language article guidance: have your say
• What defines a publication as ‘best-in-class’?
• Strategies for integrated evidence generation throughout product lifecycle: role of the publication professional
• Unlocking omnichannel success: crafting scientific narratives tailored for audiences and persona
• Reformat or reform? Evolving manuscript submission processes to put science first
• Pursuit of parallel publication: potential benefits and current challenges of this growing practice
• Empowering patients in an integrated age: a multidisciplinary approach
• The people’s PubMed: empowering patients in the age of misinformation
• Leveraging AI beyond content creation: creating efficiencies and unlocking possibilities
• Intellectual property and ethical integrity in the digital age: safeguarding publications through collaboration and innovation
• ISMPP code of ethics update: sneak peek and discussion

Guided poster tours

Attendees also had the opportunity to attend guided poster tours of the following posters:

• Analysis of oncologists’ anticipation of and response to clinical data dissemination at ESMO 2023 and ESMO 2024
• Transforming poster metrics: a low-cost, privacy-preserving solution to measure engagement of posters
• Establishing a lay review panel to ensure medical research accessibility
• Practical recommendations for the wider implementation and reporting of sex-specific analyses in medical publications
• Sins of the father: current medical guidance based on retracted articles in the literature
• Beyond agreement: how is non-consensus handled in Delphi panels?
• A survey of the experience, motivations, and added-value of freelance medical writing professionals

Hackathon activity: shaping the future of GPP together!

KEY TAKEAWAY

• Industry-wide collaboration is essential for refining GPP, focusing on AI integration, patient authorship, real world evidence, and enhancing equity, diversity, and inclusion.

In this interactive session, attendees collaborated in groups to explore gaps in GPP 2022 guidelines and discuss key considerations for future GPP iterations, focusing on 6 key topics:

Advancements in AI

Discussions delved into the anticipated impact of AI on medical publishing by 2026. Key recommendations were to:

• define the balance between AI and human authorship, with explicit author agreements
• establish AI disclosure requirements and ethical risk assessments
• ensure AI compliance with confidentiality standards (open vs closed systems)
• adapt GPP guidance to keep pace with rapid AI evolution while maintaining professional oversight.

 Defining publication metrics

Participants examined the evolution of publication metrics, questioning whether existing measures effectively capture engagement and impact. The importance of identifying meaningful metrics, highlighting gaps, and ensuring accurate interpretations of publication success were highlighted.

Enhancing patient involvement

The best way to integrate patient involvement within GPP guidance was discussed. Key considerations included:

• whether to consolidate patient guidance in a dedicated section or distribute it throughout GPP
• establishing onboarding materials to support patient authors
• clarifying compensation terms to avoid legal and ethical conflicts
• ensuring patient involvement is meaningful and adds value to publications.

 Integrating real world evidence (RWE)

Challenges in publishing RWE studies include perception of lower impact, delayed relevance by the time of publication, and complex statistical analyses. Solutions proposed by participants were to:

• strengthen collaboration between RWE study teams and internal stakeholders
• incorporate RWE studies in early-stage research planning
• provide dedicated statistical expertise to ensure robust data analysis.

 Promoting equity, diversity, and inclusion

Discussions underscored the need to embed equity, diversity, and inclusion principles in GPP updates, and recommendations were to:

• use existing journal lexicons to ensure inclusive terminology
• advocate for regional representation in steering committees
• create a congress checklist to evaluate equity, diversity, and inclusion representation in medical meetings
• hold pharma companies accountable for diverse authorship selection.

 The expanding role of social media

Participants supported broader use of social media but stressed the need for clear, industry-wide guidelines on best practices and regulatory considerations.

Participants supported broader use of social media but stressed the need for clear, industry-wide guidelines on best practices and regulatory considerations.

Eline Hanekamp, co-author of the GPP 2022 guidelines, closed the session by emphasising the growing role of AI, the importance of patient involvement, and the evolution of publication metrics. The insights gathered at the Hackathon activity will be presented to the GPP steering committee for consideration when developing the next iteration of GPP.

Finding the story in data: blending data visualisation, storytelling techniques, and new trends while still upholding core values in medical publications (sponsored and presented by HCG)

KEY TAKEAWAY

• Effective storytelling and visualisation techniques enhance data comprehension, making complex information more accessible while maintaining scientific integrity and core values.

Tobias Sturt (Add Two Digital) delivered an insightful talk on the role of storytelling and data visualisation in effectively communicating complex information. The session explored how narrative techniques and visual structure can enhance data interpretation, particularly in medical publications, while ensuring adherence to scientific rigour and ethical standards.

The importance of storytelling in data

Sturt emphasised that the volume and complexity of data in the medical and scientific fields are increasing rapidly. Effective storytelling helps cut through this noise, making information more impactful, understandable, and retainable. Visual storytelling is not about manipulating data but about framing it in a way that clarifies meaning while upholding credibility and trust.

Additionally, he noted that while numbers alone present facts, they often fail to engage audiences. A well-structured story provides context, improving relatability and retention of information. This is particularly critical in medical publications, where complex data must be clearly communicated to diverse audiences.

Principles of data storytelling and visualisation

Understanding the audience’s background and expectations is crucial. Data should be structured like a narrative, focusing on key insights to prevent information overload.

Understanding the audience’s background and expectations is crucial. Data should be structured like a narrative, focusing on key insights to prevent information overload. Selection and emphasis ensure that only the most relevant findings are highlighted. While data itself is factual, effective communication evokes emotions that make information more memorable. Using visual structuring techniques such as contrast, positioning, and colour helps guide the viewer’s attention, ensuring clarity and engagement.

Sturt also stressed the need for progressive disclosure—gradually introducing layers of information rather than presenting everything at once. This allows readers to build understanding step by step, making even highly complex data sets more digestible. Balancing simplicity and depth is key to effective storytelling.

The process: find, design, make, refine

Sturt introduced a four-step methodology for data storytelling:

1. Find – identify the core message within the data.
2. Design – develop a visual framework to present the story effectively.
3. Make – create the actual data visualisation.
4. Refine – test and iterate to improve clarity and impact.

This process ensures that visual storytelling remains purposeful and effective, avoiding the common pitfall of overloading graphics with unnecessary elements that detract from the main message.

Applying visual storytelling in medical publications

Sturt concluded with practical applications for medical and scientific publications, highlighting the importance of maintaining core values such as transparency, accuracy, and ethical responsibility. He discussed ways to ensure clarity in figures and graphs, use infographics to summarise key findings, and adapt storytelling techniques to align with evolving publication formats while preserving scientific rigour.

He also emphasised the role of emerging technologies, such as interactive visualisations and digital platforms, in modern medical publishing. These tools offer new ways to engage readers and convey complex findings dynamically while maintaining the credibility that medical communication demands.

The power of data-driven storytelling

Combining storytelling with data visualisation makes complex medical data clearer and more engaging. Aligning these techniques with ethical standards maintains credibility. As data visualisation evolves, leveraging new storytelling methods while staying true to core values will be essential for enhancing the impact of medical communications.

Want to catch up on events from Day 2 of the meeting? You can read our summaries here.

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Written as part of a Media Partnership between ISMPP and The Publication Plan, by Aspire Scientific, an independent medical writing agency led by experienced editorial team members, and supported by MSc and/or PhD-educated writers.

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KEY TAKEAWAYS

• The most extensive update to the 2024 ABPI Code of Practice is to Clause 12, introducing new options for sharing prescribing information in promotional materials.
• QR codes can now be used in some promotional materials, allowing easy access to the latest prescribing information.

On 1 January 2025, the Prescription Medicines Code of Practice Authority (PMCPA)’s long-awaited update to the Association of the British Pharmaceutical Industry (ABPI) Code of Practice came into force. While several sections have been updated, the most extensive changes are to introduce new options for providing prescribing information (PI) in pharmaceutical companies’ promotional materials.

New options for including PI in promotional materials

The new Code sees a complete re-write of Clause 12, now allowing direct QR code links to PI from certain promotional materials. This contrasts with the previous Code, which stipulated inclusion of the PI within the material. The updated Code notes PI can be provided via:

• a clear and prominent QR code with ‘scan for PI’ instructions in printed materials or digital materials shown to a recipient in person
• a clear and prominent direct text link in digital materials accessed on a recipient’s own device
• a printed document referenced by digital materials shown to a recipient in person.

The Code notes that QR codes and links should only be used when those interacting with the material are “reasonably expected to have internet access”.

QR codes: pros and cons

The QR code approach aims to facilitate easy access to the latest PI from promotional materials while mitigating the need to update the materials every time the PI is updated.

“The use of QR codes is an elegant solution to ensure healthcare professionals have direct access to the most up-to-date PI from promotional materials.”

However, Iain Shield (Associate Director – Market Access, Mtech Access) highlights a potential pitfall: what if the recipient can’t scan the QR code and access the PI? Will companies always need to offer paper copies to ensure compliance?

Future directions

The Clause 12 updates reflect adaptation to the digital age, and the use of QR codes is an elegant solution to ensure healthcare professionals have direct access to the most up-to-date PI from promotional materials. However, it’s early days for the updated ABPI Code and only time will tell whether companies take up these new options.

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KEY TAKEAWAYS

• Digital health technology has the capacity to greatly improve outcomes for patients, but several barriers must be overcome before its full potential is unlocked.
• Early and consistent patient engagement is critical for developing digital health solutions that meet patient’s needs and preferences.

Digital health is recognised by the WHO as an essential strategy for improving health outcomes, yet significant challenges exist that limit its adoption. In a recent commentary in Therapeutic Innovation & Regulatory Science, Popa et al highlight the clear unmet need for digital health solutions designed with patients for patients.

There is a clear unmet need for digital health solutions designed with patients for patients.

Barriers to delivering digital health solutions that truly meet patients’ needs

The group identified several barriers that stand in the way of digital health solutions fulfilling their potential to improve health outcomes:

• Low patient engagement. Many developers do not appreciate the value of adopting a patient-centric approach early and throughout development, with patient involvement often limited to beta-testing during later stages, and digital health solutions not reflecting patients’ needs.
• Fragmentation. Siloed initiatives developed by large numbers of stakeholders (not necessarily including patients) have created a complex, disconnected digital landscape.
• Inefficient regulation. Traditional regulatory systems lack the agility to effectively process fast-paced digital development.
• Poor data transparency. Poor transparency around data sharing contributes to mistrust and reduced adoption of digital health solutions by patients.
• No best practice. Lack of process for best practice sharing or formal validation has led to digital health solutions that are not properly vetted to match patients’ needs.
• Poor education. Insufficient patient education has led to reduced understanding among patients of how to access and engage with digital healthcare solutions.

Engaging patients to break down barriers in digital health development

The authors propose a strategy that places patient engagement at the heart of digital health development, as decision-making partners throughout the life cycle of digital health initiatives. They predict that this has the power to:

1. facilitate a more cohesive digital landscape following improved co-operation between developers and patients;
2. speed up regulation, with patient co-designers serving as integrators between digital and traditional regulatory processes;
3. improve data transparency by involving patient co-designers in data management plans that include FAIR and encourage data sharing;
4. deliver products that truly match patients’ needs;
5. enhance patient education through identification of relevant modes of communication.

Popa et al call for “early, meaningful, and sustained engagement” between digital developers and patients to ensure digital health solutions are aligned with patients’ needs and improve health outcomes.

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Patients are regularly turning to the internet and social media to gain medical information or share their experiences, which has led to the relatively new concept of patient influencers. Following her participation at the 19^th Annual Meeting of the International Society for Medical Publication Professionals (ISMPP), The Publication Plan spoke to Amrita Bhowmick, Chief Strategy Officer at Health Union and Adjunct Assistant Professor at UNC Gillings School of Global Public Health, to learn about the role of patient influencers and online communities and to find out how digital platforms can be used to increase patient engagement.

Health Union is a digital health company that develops condition-specific online communities. Could you tell us a bit more about the online community model at Health Union and how you went about developing it? What were the key considerations and the main challenges you encountered?

“At its core, our community model is focused on “meeting people where they are” in a way that provides information, validation, and support. Unlike many initiatives in healthcare, we aren’t looking to change patient behaviour – rather to provide social support, which is proven to have a positive impact on patient engagement, morbidity, and mortality. Our model puts patient leaders (or “patient influencers”) at the core of the community – ensuring that the communities are truly built for patients by patients.

Moderation is an essential ingredient for the communities’ success – our moderators have extensive training to ensure they are prepared to handle whatever may come their way in a clear, consistent, and transparent manner. This is an area of continuous improvement to ensure we are prepared to adapt as quickly as technology and online behaviours evolve. Maintaining a safe space for our members while encouraging engagement and transparency requires a very fine balance.”

Are you seeing an increase in the use of online health communities? Why are they such an important resource for patients?

“The internet and social media continue to play a growing role in how people engage with their health.”

“The activity level in our communities has increased consistently over time across all conditions. This is not surprising given the macro level data we’ve seen – the internet and social media continue to play a growing role in how people engage with their health. We know that 5% of all Google searches are now health related and one survey found that 60% of Gen Z respondents said social media influencers impacted their mental health decisions.”

At the Annual Meeting of ISMPP 2023 you talked about the value of patient engagement in health research. What do you think are the main benefits of involving patients throughout the drug development process?

“There are so many benefits to including patients in the drug development process –ranging from identifying a target product profile that truly meets the needs of patients to developing clinical trials with improved retention rates. Patients can also help ensure communications are clear and compelling, and can help with the trial recruitment process (particularly in the areas of communication, education, and reach).”

What more could be done by pharmaceutical companies, publishers, or others working within medical communications to encourage patient engagement?

“Engaging patients early in the process is the best way to truly drive patient engagement – ensuring that patient considerations are accounted for in every step of the process versus trying to retrofit to patient needs on the backend. Small changes that are easy to make up front (to patient-friendly language, for instance) can have a very meaningful impact on outcomes. These changes are often far more difficult to make later in the process.”

Plain language summaries are sometimes included in medical publications – how important do you think these are in disseminating information to patients?

“The more we can do to make health information accessible to patients, the better! Having patient leaders promote and explain these plain language summaries could further increase the reach and impact of the content.”

Do you think social media should be more widely used as a means of sharing medical information directly with patients? What are the potential challenges or risks involved in doing so and how should these be managed?

“Social media continues to play a critical role in how individuals consume content, including health information. Our “meet people where they are” model focuses on meeting people where they are in their health journey, but also focuses on meeting people where they are physically – this includes social media platforms to ensure we are as accessible as possible for our members.

Providing information in a clear and transparent way that is truly intended to engage with patients is the most effective way to encourage positive dialogue – authenticity and a willingness to engage are critical ingredients for success. However, it is important to be prepared for this engagement – plan for the questions/comments that may arise and have a shared agreement for how to handle these situations in a transparent manner.”

“Providing information in a clear and transparent way that is truly intended to engage with patients is the most effective way to encourage positive dialogue.”

The concept of “patient influencers” is relatively new. Could you explain what is meant by this term and describe the positive impact patient influencers can have within medical communications? What are the considerations regarding potential misinformation?

“While the concept of patient influencers is new, the idea of community leaders is not. For instance, public health officials have worked with community leaders (for example barbershops, beauty parlours, places of worship) to support educational initiatives for decades. Community leaders have established relationships with their constituents that are highly effective in driving effective communication and engagement.

Patient influencers can be viewed as the online version of these community leaders – respected leaders who build connections with their followers via their personal story and experiences. Our research shows that patient influencers are highly effective in communicating health information and can even increase self-efficacy.

Patient influencers typically distinguish themselves from the broader “influencer” industry as their focus is health- or disease state-specific. Our research shows that these individuals, who are aware of the misinformation pitfalls, value responsible communication and are very cautious not to provide medical advice. Providing clear guidance and training regarding a particular health program is the best way to ensure partners consistently communicate in the most accurate manner.”

How could technology play a bigger role or be better leveraged within the pharmaceutical or medical communications industries to encourage patient engagement or to communicate more effectively with patients?

 “Technology allows us to reach and engage with patients at a scale that has never been possible before.”

“Technology allows us to reach and engage with patients at a scale that has never been possible before. Leveraging the available tools can also help the healthcare industry identify and reach patients in a highly targeted manner – at scale. Engaging patients, or patient influencers, as part of the process for drug development and/or health communications will further increase the likelihood of success by ensuring the patient perspective is consistently in focus.”

Amrita Bhowmick is Chief Strategy Officer at Health Union and Adjunct Assistant Professor at UNC Gillings School of Global Public Health.  Amrita can be contacted via amritab@email.unc.edu or LinkedIn.

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KEY TAKEAWAYS

• The atlas of biomedical literature is a new tool that can help explore broad research trends and identify fabricated studies.
• It uses AI to analyse a vast amount of scientific literature and produce a navigable visual map of 21 million publications.

Fraudulent research poses significant challenges for the biomedical community, casting doubts on the validity of scientific findings and undermining public trust. A potential solution has emerged with the development of an atlas of biomedical literature, a publicly available tool that could revolutionise the way we track down fabricated studies.

In an article written by Kamal Nahas for Science, we learn that the atlas leverages the power of machine learning algorithms to analyse millions of papers. In doing so, it can identify patterns across publications and uncover articles that may have been produced by paper mills.

The atlas can be used to uncover clusters of publications containing retracted articles and others with red flags that may suggest fabrication.

Rita González-Márquez and colleagues used a large language model that analyses scientific abstracts to explore broad trends across the biomedical literature landscape. The tool creates a visual map consisting of large colour-coded bundles, which enables researchers to navigate the vast amount of information efficiently and effectively. Additionally, the atlas can be used to uncover clusters of publications containing retracted articles and others with red flags that may suggest fabrication.

The atlas has a number of potential benefits for the biomedical community:

1. Improved quality control: The atlas empowers researchers to conduct thorough due diligence, ensuring that the studies they rely on are scientifically sound.
2. Enhanced reputation: Stakeholders can bolster their credibility and maintain public trust by publishing accurate and evidence-based information.
3. Streamlined research process: Use of the atlas significantly reduces the time and effort required to identify potentially fraudulent studies.

The atlas adds to a growing list of tools such as the Papermill Alarm that can be used in the fight against fraudulent articles. We look forward to seeing these tools being used to help safeguard the integrity of scientific research.

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KEY TAKEAWAYS

• Conferences moved to an online-only or hybrid format due to the COVID-19 pandemic, presenting both new benefits and new challenges.
• Academic societies and organisations now have an important opportunity to evolve the format of their conferences to better meet the needs of their members.

Conferences have long been the mainstay of community and an important means of data dissemination for academic societies and organisations. However, until recently, conferences have largely followed the traditional format of annual in-person meetings. This all changed in the wake of the COVID-19 pandemic, which forced organisers to adopt virtual event formats. In a recent article for The Scholarly Kitchen, Paul Killoran discussed what the future might hold for academic conferences.

While it is undeniable that face-to-face events remain ideal for networking, they also come with significant challenges. Participants may face financial, political, and logistical barriers to attendance; therefore, the impact of conferences has generally been limited to the relatively small number of attendees who are able to meet in person. In addition, there is increasing awareness of the impact of international travel on climate change. A hybrid format of smaller, regional face-to-face events combined with online tools to provide a global reach offers a more sustainable alternative to one large annual meeting.

A hybrid format of smaller, regional face-to-face events combined with online tools to provide a global reach offers a more sustainable alternative to one large annual meeting.

A range of hybrid formats are beginning to emerge, using different combinations of in-person and virtual presentation, discussion, and networking sessions. This presents a challenge in itself, as no one hybrid model will work effectively for all events. Societies and organisations will need to figure out how to leverage online tools to maximise their reach whilst balancing costs and maintaining value for participants.

It is clear that there is no ‘one size fits all’ for conferences and that both in-person and virtual formats will play a role moving forwards. We hope to see organisations identifying and addressing their individual needs and adopting targeted methods to communicate effectively with their members.
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KEY TAKEAWAYS

• Altmetrics offer valuable insights beyond numerical scores.
• Researchers can use them to discover suitable platforms to enhance research visibility, promote research sharing, connect with experts, and uncover opportunities for collaboration.

Altmetrics offer an alternative approach to evaluating research impact that extends beyond traditional citation-based metrics, such as journal impact factor and the h-index. A high Altmetric Attention Score (AAS) indicates that research is actively discussed and shared across diverse online platforms, such as news outlets, social media, or in policy documents. However, there is more to altmetrics than assessing impact alone.

In a recent post on the LSE Impact Blog, Andy Tattersall explores 5 ways researchers can leverage altmetrics to gain useful insights into the audiences for their research and find channels to extend the reach of their work.

1. Connect with the right audiences: Altmetrics can help identify blogs covering particular research topics to aid in the selection of suitable platforms for guest post contributions.
2. Incentive to take action: A low AAS can signal that a research output is receiving little online attention. Authors may use this as motivation to promote their work.
3. Encourage open access: Altmetrics provide a compelling reason to share research through open access repositories to increase the likelihood of media coverage and blog discussions.
4. Connect with experts: Altmetrics can be used to identify suitable expert speakers for academic events by gauging which potential speakers receive media or blog coverage for their research outputs.
5. Create opportunities for collaboration: Altmetric tools like Overton and BMJ Impact Analytics allow users to discover if and how their research is cited in policy documents and clinical guidelines, paving the way for collaborations with entities such as charities or governmental organisations.

Although altmetrics have been around for some time now, Tattersall believes that they may still hold untapped potential. Researchers are encouraged to capitalise on this potential to maximise the impact of their work and uncover new opportunities in today’s dynamic academic landscape.

Although altmetrics have been around for some time now,
Tattersall believes that they may still hold untapped potential.

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KEY TAKEAWAYS

• A recent study claims that ChatGPT may answer patients’ medical questions with higher levels of quality and empathy than physicians.
• The authors propose that chatbots may serve as tools to draft responses which can be vetted by physicians, reducing the amount of time they must dedicate to virtual healthcare and improving the overall quality of medical care.

As highlighted in a recent article in JAMA Internal Medicine, physicians are increasingly facing burnout from the rising demands of virtual healthcare. Spurred on by the COVID-19 pandemic, patients are more frequently using messaging systems to ask medical questions. The study, by Dr John W Ayers et al, suggests that artificial intelligence (AI) assistants could help to tackle this workload.

Healthcare professionals prefer chatbot responses

The researchers randomly selected 195 interactions between patients and verified physicians from Reddit’s online forum r/AskDocs. They presented the patient questions to ChatGPT (in ‘fresh’ sessions) and asked healthcare professionals (HCPs), who were blinded to the origin of the responses, to evaluate those from both the clinicians and chatbot. HCPs:

• preferred ChatGPT responses 6% of the time,
• found ChatGPT responses to be of higher quality (78.5% ‘good’ or ‘very good’, compared with 22.1% of physicians),
• and more empathetic (45.1% ‘good’ or ‘very good’, compared with 4.6% of physicians).

Using chatbots could benefit patients and doctors

The authors suggest that reducing the workload of virtual healthcare could not only alleviate physician burnout but also free up time for physicians to spend on more complicated tasks. This could improve job satisfaction, as well as helping patients.

They also highlight that virtual messaging platforms are vital to ensure equitable healthcare access when patients are restricted from visiting clinics. Indeed, if overloaded services are unable to respond to patients in a timely manner, patients themselves may turn to AI to seek answers to their medical problems. To prevent the spread of misinformation, physicians must be able to vet AI-generated advice.

To prevent the spread of misinformation, physicians must be able to vet AI-generated advice.

We need further investigation into using chatbots in healthcare

The potential for chatbots to reform virtual medical care looks promising, with ChatGPT outperforming physicians in this study. Healthcare centres may in future adopt chatbot services to draft replies, which physicians review before sending to patients. However, the authors call for randomised controlled trials to assess the effects of incorporating AI into patient messaging services, in terms of both patient outcomes and potential benefits for physicians.

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