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Best of 2025: The MedComms Strategies That Moved the Needle

by Wesley Portegies on

Episode Summary

In this Best of the Year episode of Transforming Medical Communications, Wesley Portegies brings insights from some of the leading voices in Medical Communications to unpack the most pressing shifts shaping how HCPs consume scientific information today, featuring Simon Priou of bioMérieux, Kimberly Eskridge-Rose of Travere Therapeutics, Janet Davies of UCB, Erin Reineke of Sanofi, Matthew Krzywosz of Astellas Pharma, and Nishal Patel of Pfizer.

We’ll talk about:

  • How to identify gaps between intended and actual content usage through rigorous metrics analysis
  • Why less is more in Medical Communications requires targeted audience segmentation
  • The case for proactive social media engagement in Medical Affairs to combat misinformation
  • How to define Scientific Communications Platforms (SCPs) accurately as foundational strategic documents
  • Why Field Medical insights must directly inform content development and how to design omnichannel strategies as dynamic, iterative cycles
  • How insights-driven content iteration closes the gap between messaging intent and HCP internalization

Cut Through the Noise. Elevate Your Strategy.

Guiding Medical Affairs strategy across Medical Communications, Field Medical, or Medical Affairs Training? Wesley Portegies, host of Transforming Medical Communications, is opening up a few exclusive 30-minute consultancy sessions.

This is a candid, insight-rich opportunity to step back from the day-to-day, pressure-test your approach, and explore fresh solutions to complex MedComms challenges—from scientific engagement to operational alignment.

If you’re shaping the future of Medical Affairs at your organization, this conversation is for you. Reserve your session.

Guests at a Glance

Simon Priou leads global Medical Education and Communication at bioMérieux. He is redefining how global teams engage with local teams, not through theory, but through scalable, actionable frameworks built from the ground up. His “local-first” approach is setting a new standard for internal enablement in Medical Affairs.

Kimberly Eskridge-Rose is Executive Director of Digital Innovation and Medical Excellence at Travere Therapeutics. With deep experience across pharma, biotech, and agency, she leads bold, cross-functional initiatives that modernize how Medical Affairs engages digitally. Kimberly is especially known for pioneering scalable, compliant social media strategies that resonate with HCPs. Her stakeholder-first approach is shaping how medical teams show up in the digital space.

  • Connect with Kimberly Eskridge-Rose on LinkedIn

Janet Davies is a Global Medical Communications Lead for Neurology at UCB, where she spearheads scientific communications strategies and Medical Affairs initiatives. With over a decade of experience in Medical Strategy and Scientific Communications, she brings vast expertise in developing and implementing Scientific Communications Platforms (SCPs) across pharmaceutical organizations.

Erin Reineke is the Director of Global Scientific Communications for Immunology at Sanofi, bringing a unique perspective shaped by her experience as both a PhD researcher and Medical Science Liaison (MSL). With extensive expertise across multiple therapeutic areas, she has pioneered data-driven approaches to Medical Communications and field medical insights integration. Before Sanofi, Erin was part of the MSL Vaccine Team at Syneos Health and an Assistant Professor of the Center for Bioenergetics at Houston Methodist.

Matthew Krzywosz is a dynamic pharmacist and business leader with a proven track record in driving innovation across both corporate and start-up landscapes. Combining his clinical expertise with strategic business acumen, Matthew excels in identifying and addressing inefficiencies within the healthcare sector to deliver impactful solutions. His diverse experience includes pivotal roles at renowned organizations such as AbbVie, and ZS Associates, where he has consistently demonstrated his commitment to advancing healthcare practices.

  • Connect with Matthew Krzywosz on LinkedIn

Nishal Patel is a dynamic leader and Omnichannel Lead of Global Scientific Communications Oncology at Pfizer, where she drives innovation in Medical Affairs digital transformation. With a diverse background spanning clinical pharmacy, pharmaceutical sales, and Medical Affairs, she brings a unique perspective to omnichannel strategy development. Drawing from her experience as a hospital-based pharmacist and various roles within the pharmaceutical industry, Nishal specializes in creating audience-centric communication strategies that bridge the gap between scientific data and practical healthcare delivery.

Host at a Glance

Wesley Portegies is the Chief Strategy Officer and Founder of Medical Communications Experts, an agency specializing in effective Medical Communications strategies for pharmaceutical companies. An experienced entrepreneur, Wesley started his first company at 19 and has built multiple successful companies. With over 20 years in the Medical Industry, both on the agency and industry side, he is driven by a passion for Medical Communications. 

  • Connect with Wesley Portegies on LinkedIn

Hot Takes and Key Highlights

  • [00:17] The Defining Moment for Collaboration

Simon’s defining moment came when a full year of work simply went unused in the field. That disconnect triggered a shift toward an everlasting process of collaboration, driven by real audience needs rather than assumptions. Today, the priority is “less is more.” Narrow the audience, tailor the message, and communicate through the right channels rather than flooding everyone with content.

“We aim today to have this collaborative approach, but I think we’re not there yet. For me, it’s more of an everlasting process where every year, we need to build on the previous years and add to it.” — Simon Priou

  • [05:13] Why Medical Affairs Must Join Social Media

Kimberly makes a compelling case for Medical Affairs to embrace social media as a scientific responsibility. With clinicians already exchanging information online, ignoring the conversation only leaves room for misinterpretation and misinformation to spread unchecked. Her approach reframes social engagement as a credible, peer-to-peer extension of how medical teams already communicate at congresses. Compliance matters. However, Kimberly argues that in digital channels, small pilots, quick learning cycles, and a willingness to assume a little bit of risk are what ensure accurate science reaches the right voices before misinformation does.

“As a medical affairs organization, we had a responsibility to see if we could help provide more credible scientific information for folks.” — Kimberly Eskridge-Rose

  • [12:14] What an SCP Really Is

A Scientific Communications Platform (SCP) only succeeds when teams align early around a shared understanding of what it is and what it isn’t. As Janet explains, clarity upfront prevents confusion and turns the SCP into a living, strategic asset that drives credible external messaging, internal confidence, and real-world impact.

“The term platform is misleading. It’s not a digital platform. It’s actually a document. It’s owned by Medical Communications. I would say it’s a foundational document. It’s a strategic document, and it’s really core to our communications strategy.” — Janet Davies

  • [18:24] Turning Field Insights into Better Content

Insights are only valuable when they actively shape communication. By feeding real field feedback and social listening into content development, teams can refine messaging so HCPs not only understand the mechanism of action but also internalize its clinical relevance. Involving MSLs ensures materials are built with the right depth, language, and usability from the start.

“MSLs are usually very eager to be involved. They love to help with this.” — Erin Reineke

  • [27:36] Bite-Sized Content for Short Attention Spans

HCPs are drowning in data while their attention spans shrink, making traditional, text-heavy content ineffective. Today, Medical Communications must deliver fast, clear, modular insights that spark dialogue, not information dumps. Starting with high-level, digestible overviews enables HCPs to grasp the essentials immediately, ultimately improving scientific exchange and better supporting patient care.

“We really need to make sure we’re getting the right message across right away to keep and maintain that focus of anybody that we’re speaking to.” — Matthew Krzywosz

  • [34:03] Omnichannel Is Not a Job Title

Omnichannel in Medical Affairs is often misunderstood as another siloed initiative or a job title, when in reality it is the strategic framework that aligns every channel, function, and insight toward one goal: delivering the right content to the right audience at the right moment to improve outcomes. Omnichannel is a continuous cycle. Successful implementation requires a small, empowered core team that can translate global priorities into clear audience journeys, supported by an extended group that executes and amplifies.

“You’re trying to reach that right audience at the right time with the right piece of content to help solve their biggest problem that they’re trying to solve for their patient.” — Nishal Patel

YouTube Chapters

  • [00:00] Intro
  • [00:17] The Defining Moment for Collaboration
  • [02:32] Less Is More in Medical Communications
  • [05:13] Why Medical Affairs Must Join Social Media
  • [09:24] Choosing the Right Platforms
  • [12:14] What an SCP Really Is
  • [15:56] How SEPs Shape External Narratives
  • [18:24] Turning Field Insights into Better Content
  • [23:22] Why MSLs Should Shape Content
  • [27:36] Bite-Sized Content for Short Attention Spans
  • [30:35] Simplifying the Digital Experience
  • [34:03] Omnichannel Is Not a Job Title
  • [36:31] The Right Team to Drive Strategy


The host of Transforming Medical Communications

Wesley Portegies
CEO and Founder of MedComms Experts

Hi there,

I am the host of the Transforming Medical Communications podcast.

Our field is being left in the dust by the cutting-edge communication methods and practices in other industries. We’re going to change that. On Transforming Medical Communications we talk to the biggest and brightest names in Medical Affairs & Communications to find out what they’re doing to push our industry forward and define the future.

If you are interested in participating in an interview, please reach out to us.

Yes, I’d like to participate