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The Missing Link in MedComms: Field Medical Insights That Actually Resonate

by Wesley Portegies on

Episode Summary

The traditional approach to Medical Communications often follows a top-down model: strategy flows from leadership teams to Field Medical, with content created based on broad objectives rather than real-world feedback. However, this misses a crucial opportunity to tap into the wealth of knowledge gathered by Medical Science Liaisons (MSLs) during their daily interactions with HCPs. 

In this episode of Transforming Medical Communications, Wesley Portegies is joined by the Director of Global Scientific Communications for Immunology at Sanofi, Erin Reineke, to share the importance of making field medical insights the backbone of content creation.

We’ll talk about:

  • How to integrate field medical insights into content development to ensure messages resonate with target audiences
  • Why involving MSLs in content creation leads to more effective and practical field resources
  • The “adoption ladder” approach to tailoring content based on HCP knowledge levels and needs

Guest at a Glance

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.

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

[02:05] Why Field Medical Insights Matter

Medical Communications become far more impactful when they’re built not just from strategy documents but from real conversations happening in the field. Erin highlights that while insights often get reduced to summarized statements, the real value lies in connecting the how and why of those HCP interactions back into content creation. Engaging field medical teams helps organizations create materials that actually resonate, shorten conversations, and open doors for deeper dialogue.

“The whole goal of field medical is to regain those insights, gain the opinions of the HCPs, how they feel about what they’re talking about, and take it back to the company to help mold strategy.”

[08:07] Turning Insights Into Impact

The real power of MedComms comes from listening as much as telling. By using field medical insights as a double-check, teams can spot gaps, fine-tune their message, and make sure it lands the way it was intended. Instead of just “same but different,” it’s about connecting the dots so HCPs clearly see the unique clinical impact and actually change practice.

“It takes a little bit of nuance to make sure you’re hitting the audience right.”

[23:04] Why MSLs Should Be Involved in Content Creation

The best medical content is co-created with the people using it in the field. Involving MSLs both at the conception stage and the adoption stage allows teams to create resources that are more relevant, widely used, and effective. This collaboration not only drives stronger engagement with HCPs but also ensures valuable insights are fed back into the cycle, turning content into a living tool rather than a static asset.

“They have the best understanding of what works in the field, what doesn’t, how much time they’re getting, what can be easy to use, and what not.”

[29:01] Where to Start

If you want to truly leverage field medical insights in your communications strategy, start by understanding what the field is bringing to the table. That means having conversations with field medical leaders, riding along to see interactions firsthand, or simply asking where insights are going and how they’re being used. Once you grasp the process, you can apply a new lens to the data you receive. The key is to start small, stay curious, and make field insights a natural part of how you shape communications.

“Make sure that you have a good understanding of what field medical is bringing to the table.”

YouTube Chapters

  • [00:00] Intro
  • [01:08] A Career That Came Full Circle
  • [02:05] Why Field Medical Insights Matter
  • [08:07] Turning Insights Into Impact
  • [17:13] Applying Field Medical Insights Everywhere
  • [23:04] Why MSLs Should Be Involved in Content Creation
  • [29:01] Where to Start


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