Dear Gentle Reader, 

Patients need patience. Having been on both sides of the communications hurdle,  I found as a patient that, even with my medical knowledge, information from clinicians could be hard to absorb. Not enough importance is given to the level of stress and anxiety patients might be having: the long wait for test results, the difficulty in finding nearby parking; a lengthy trip to and from the clinic or hospital.  Just some of the things that can contribute to miscomprehension of information. And sometimes the information is delivered in a staccato stream of acronyms, particularly in busy times. So having clear written information can be of great benefit to patients. But if we don’t listen to them, how do we know what they will grasp? Or want? 

Yours truly, 

Ruth 

How Pharma is Reimagining the Patient Voice

Patient centricity is no longer a buzzword — it’s a strategy. And we’re seeing a shift.

Pharma companies are involving patients earlier in the process, not just at the end. That means more co-created materials, more patient advisory boards, and more opportunities to listen to patients before acting. It’s a step away from “what can we give patients?” and closer to “what do patients need from us?”

Language is changing too. The tone is softer, more collaborative. It’s less about ticking the compliance box and more about building trust. Words like “partnership” and “support” are replacing “adherence” and “compliance”, and rightly so.

This shift is also showing up in how content is created. Plain Language Summaries are on the rise. Translations are being done with cultural context in mind. More materials are being released in accessible formats to meet people where they are, not just linguistically, but also emotionally and physically.

The result? Better engagement. Stronger trust. And a step toward true equity in health communication.

MedComms in Action: Practical Tips for Writing with a Patient-Centric Lens

Writing for patients? It’s not just about simplifying. It’s about shifting perspective.

Here are a few ways to make your content more patient-friendly:

• Avoid the jargon. If it sounds like it belongs in a regulatory submission, it probably doesn’t belong in a patient-facing piece. Use plain, everyday language wherever you can.
  
  
• Test readability. Tools like Flesch-Kincaid or Hemingway can help you check if your content is clear enough. Aim for a reading level that works for the average person, not a subject matter expert.
  
  
• Frame the benefit. Instead of focusing on outcomes like “progression-free survival,” explain what that means in real life. Can the patient keep working? Spend time with family? - Put it in their terms.
  
  
• Involve patient voices. When possible, engage with patient organisations or advisory groups to shape your message. Their insights are invaluable, but be aware of the practicalities. Payment can be tricky. Pharma companies often can’t financially compensate patients listed as authors, due to policies around perceived bias. It’s a tension that keeps surfacing, and while there’s no easy fix yet, transparency and early planning help.

Is AI Helping or Hindering Human-Centric Healthcare Communication?

AI is moving fast, and MedComms isn’t immune. From chatbots answering patient questions to tools that rewrite content in plain language, automation is making its way into healthcare communication.

Done well, generative AI can help personalise content, streamline support, and make information more accessible. It can free up human time for higher-value conversations and bring consistency to large-scale communication.

But there’s a tension. Efficiency is great until it starts to feel impersonal. Patients want to feel seen, not processed. And that means we have to keep empathy front and centre, even when tech is doing some of the heavy lifting.

What are your experiences with AI? 

Perhaps you:

• Have experimented with AI, but found you’re not happy with the results.
• Have used AI successfully to create content, but feel you still need support from human medical writers.
• Are curious about using AI to free up your time, but aren’t sure where to start.

Our medical writing team could help you get the best out of AI, including revising AI-written content you want to improve. 

To find out more, get in touch. 

Notable News 

• The FDA has launched Elsa, a secure, agency-wide AI tool set to transform how staff work across scientific and regulatory functions. Already being used to review clinical protocols, assess safety data, and streamline documentation, Elsa helps employees work faster and more effectively, without compromising data security. As the FDA enters its AI era, Elsa signals a clear shift: AI is no longer a future concept, but a powerful tool in action. For those in MedComms and pharma, the message is clear: now is the time to engage with AI or risk being left behind. [Link]
• The FDA has cleared the first blood test to aid in diagnosing Alzheimer’s disease, marking a major step forward in early detection. The Lumipulse G pTau217/ß-Amyloid 1-42 Plasma Ratio identifies amyloid plaque-related changes using a simple blood sample, offering a less invasive and more accessible alternative to PET scans or spinal taps. With Alzheimer’s cases projected to nearly double by 2050, this tool could dramatically improve how and when patients are diagnosed. [Link]
• A new phase III trial has shown that adding immunotherapy to chemotherapy after surgery could halve the risk of recurrence and death in patients with stage III dMMR colon cancer. The study, presented at ASCO 2025, tested the combination of mFOLFOX6 chemo with atezolizumab, an immune checkpoint inhibitor that helps the body’s immune system recognise and attack cancer cells. These results mark a significant breakthrough for a cancer subtype that typically responds poorly to standard chemo, and could soon reshape treatment pathways for dMMR colon cancer. [Link]
• A global phase III trial has shown promising results for lorundrostat, the first targeted aldosterone synthase inhibitor designed to treat hard-to-control hypertension. The study found that the drug safely and consistently lowered blood pressure in patients who hadn’t responded to existing treatments. [Link]
• A simple blood or saliva test could soon offer a powerful new way to track how well we age. Researchers have developed a DNA methylation-based test that measures intrinsic capacity (a person’s combined mental and physical abilities) making it easier to assess biological aging and guide interventions to maintain function. Previously, evaluating intrinsic capacity required time-intensive clinical assessments. Now, this noninvasive approach promises a more accessible, personalised view of aging. [Link]

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