Communicating in Crisis

Hello, and welcome, 

In a crisis, words carry extra weight. When everything else feels uncertain, clear, kind communication can offer something steady—information, direction, even comfort. But these are also the hardest moments to get it right. Language barriers, fear, chaos… and yet, this is where MedComms can quietly shine.

As we come up to World Humanitarian Day (August 19), I’ve been thinking about the role we play; not just in saying things clearly, but in making sure they reach the people who need them most. Because when the right message lands at the right time, it can shape decisions, maximise impact, and ultimately improve outcomes.

Until next time, thanks for reading.

Beth

The Challenges of Communicating in Crisis Settings

In humanitarian emergencies, communication is not just important; it can be lifesaving. Yet, in these moments of greatest need, the systems and conditions that support clear information exchange are often the first to break down. Displacement, collapsing infrastructure, language barriers, low literacy, and widespread fear can all obstruct the flow of vital health information.

MedComms professionals are uniquely positioned to help overcome these barriers. When vaccine rollouts, disease outbreaks, or emergency-use authorisations unfold in real time, the pressure to communicate with speed and precision is immense. In these settings, even small missteps in clarity or cultural understanding can have widespread consequences.

Whether supporting frontline responders or regulatory bodies, MedComms must navigate urgency with responsibility, ensuring the right messages reach the right people, in the right format, and in time to make a difference.

Where MedComms Add Value

MedComms can contribute essential expertise in crisis settings, where clear, timely, and culturally appropriate information can shape the effectiveness of a response. Their value spans several critical areas:

• Developing multilingual and low-literacy materials that support frontline healthcare workers and affected communities. In rapidly changing environments, accessible information helps overcome language, literacy, and trust barriers.
  
  
• Supporting regulatory communication for emergency approvals, such as fast-tracked vaccines or treatments. MedComms play a role in ensuring complex regulatory updates are clearly conveyed to healthcare professionals and the public.
  
  
• Aiding non-governmental organisations (NGOs) and pharmaceutical partners in distilling complex data into digestible formats that support urgent, evidence-based decisions. When time is limited, clarity can influence both strategy and outcomes.
  
  
• Publishing real-world evidence and sub-analyses from the field to guide practice. Rapid dissemination of emerging insights helps inform ongoing efforts and adapt responses to evolving conditions.
  
  

These contributions help bridge the gap between scientific data and frontline action, ensuring that vital information reaches those who need it, when they need it most.

From Policy to Practice: Bridging the Gap

In crisis settings, the work of MedComms extends far beyond crafting clear messages; it involves aligning complex systems and stakeholders to ensure that communication supports real-world action. Pharmaceutical companies, public health agencies, NGOs, and regulators often operate with different priorities and timelines. MedComms professionals help coordinate these efforts, ensuring that critical health information is accurate, consistent, and responsive to the needs on the ground.

Importantly, this work doesn’t start when a crisis begins. Preparedness planning is a growing area of focus, where communication strategies are developed in advance to enable rapid mobilisation. From creating adaptable messaging templates to training materials that can be localised and deployed quickly, proactive planning strengthens response capacity.

Recent examples illustrate the impact of this work, from supporting the rollout of COVID-19 materials across multiple languages and platforms, to helping shape refugee health communication programmes, to developing response toolkits for frontline healthcare professionals. In each case, MedComms serves as a bridge between policy and practice, translating high-level guidance into tools that support effective, compassionate care in the most challenging environments.

Looking Ahead to World Humanitarian Day

As World Humanitarian Day approaches, it’s a timely moment to reflect on how our work contributes to broader goals of equity, access, and dignity in healthcare. In crisis situations, communication can determine whether people receive timely care, understand their treatment options, or know where to turn for help. The role of MedComms in these moments is not just technical; it’s deeply human.

Whether supporting emergency responses, enabling informed decision-making, or helping communities navigate uncertainty, our contribution reaches beyond the page. It’s a chance to consider how the principles that guide humanitarian action, compassion, impartiality, and respect, can also guide the way we communicate.

This month, we invite you to reflect on the impact of your work and how clear, empathetic communication can help uphold the right to health, even in the most difficult of circumstances.

Critical Appraisal: Amazed or Dismayed?

Patient and public involvement in clinical trials is an increasingly hot topic, but are we too quick to accept the evidence? 

In this critical appraisal of a recent article by Alger et al., our writers unpack: 

• The lack of clear methodology
• limited data, and 
• omissions or a lack of clarity, which may call its conclusions into question. 

Before you add it to your reference list, make sure you read this, including our recommendations for improvement. [Link]

Notable News  

• A potential new treatment for NUT (Nuclear Protein in Testis) carcinoma has received a major boost. NUT carcinoma is a rare and aggressive cancer characterised by a genetic rearrangement involving the NUTM1 gene (formerly NUT). Zenith Epigenetics’ lead candidate, ZEN-3694, has been granted Fast Track designation by the FDA for use in combination with abemaciclib. NUT carcinoma is a rare and aggressive cancer with no approved treatments and a median survival of just six months. The designation will speed up development and review, bringing ZEN-3694 closer to patients in urgent need. [Link]
• Despite concerns about cancer-related cognitive decline, a new study suggests breast cancer survivors may face a slightly lower risk of Alzheimer’s disease (AD). Researchers analysed data from over 70,000 women and found that survivors, particularly those over 65, had a reduced incidence of Alzheimer’s compared to cancer-free peers. These findings raise the possibility that some cancer treatments may help reduce the risk of AD. However, long-term studies are needed to fully understand the impact on future AD risk. [Link]
• A new stem cell therapy could soon expand access to life-saving transplants for patients with blood cancers. The European Medicines Agency (EMA) has recommended conditional approval for Zemcelpro, a treatment derived from umbilical cord blood cells, to support adults needing an allogeneic stem cell transplant but lacking a suitable donor. Early results show promising engraftment rates, and the therapy may address a major unmet need in haematological malignancies. [Link]