Telling Better Science: What MedComms Can Learn from Journalism
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Episode Summary
What if you could blend journalism techniques with Medical Communications to create more engaging scientific content? In this episode of Transforming Medical Communications, Wesley Portegies is joined by Christan Thomas, a Director of Oncology Scientific Communications at Pfizer, to delve into her journey from journalism to pharmaceutical communications, how she applies journalistic storytelling techniques to data dissemination, and her innovative approach to creating scientific content in oncology.
We’ll talk about:
- Capturing HCP attention instantly by applying the journalist’s “hook” to your scientific presentations
- Transforming your content strategy by building every communication around one simple question: “Why should your audience care?”
- Why combining patient perspectives with clinical data creates more compelling scientific narratives
- How to balance scientific rigor with engaging storytelling in regulated environments
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.
Guest at a Glance
Christan Thomas is the Director of Oncology Scientific Communications at Pfizer and a board-certified oncology pharmacist, bringing a unique blend of journalism, clinical practice, and pharmaceutical industry expertise to Medical Communications. With an undergraduate degree in print journalism and a doctorate in pharmacy, Thomas spent five years as a print journalist before transitioning to clinical pharmacy, where she practiced for eight years in oncology settings. Her distinctive career path combines storytelling techniques from journalism with deep scientific knowledge, allowing her to create more engaging and effective Medical Communications.
- Connect with Christan Thomas on LinkedIn
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
- [04:13] Why Communication Is the Real Superpower in Any Career
Christan’s journey shows that no matter how different your roles may seem, the one skill that ties them all together is the ability to communicate clearly. Whether you’re writing for a newspaper, treating a patient, or presenting data at a congress, success comes down to how well you can get your point across. For anyone looking to grow in their career, sharpening communication skills is one of the most valuable investments you can make.
“The most successful people in whatever realm they are practicing in and whatever career they have are good communicators.”
- [05:50] Why Firsthand Patient Experience Matters in Medical Communications
Your Medical Communications strategy is missing its most powerful asset: empathy. Christan Thomas argues that teams with firsthand clinical or caregiver experience are better equipped to bridge the gap between complex data and real-world patient impact. For leaders, this means hiring for and elevating perspectives that go beyond pure science is no longer a soft skill; it’s a strategic imperative for creating communications that resonate and drive change.
“It is important that people have been on the other side of things because it’s a different thought process when you’ve worked with the patients hands on, when you’ve been in the hospital, when you’ve seen those patients.”
- Start With “Why They Should Care”
Stop burying your most critical message on slide 10. Christan Thomas challenges you to adopt the journalist’s mindset: lead with the conclusion. By starting every presentation, title, and asset with the answer to “Why should the audience care?”, you immediately hook attention and ensure your key takeaway lands. This isn’t just a presentation trick; it’s a strategic discipline that forces clarity and transforms how your entire organization communicates data.
“People don’t have a lot of time, so we need to make sure we hook them at the beginning.”
- [12:21] Humanizing Data with Real Voices and Visuals
To make data resonate beyond facts and figures, focus on your audience and bring in the human element, whether that’s a patient sharing their lived experience, a physician explaining how they treat real cases, or visuals and audio that translate numbers into relatable stories. While accuracy is essential, pairing it with authentic voices and personal perspectives transforms information from something you read into something you feel, and that’s what makes it memorable.
“We wanna balance the scientific accuracy with the storytelling piece of it, which is not always easy, honestly.”
- [17:13] What MedComms Can Learn from Media Planning
Stop thinking in single assets and start building strategic content series. In a world of information overload, overwhelming HCPs with dense, exhaustive posters is a losing strategy. Christan explains why you should adopt a media planner’s approach: break your data into smaller, focused stories delivered across multiple touchpoints over time. This not only meets your audience where they are but also keeps your data top-of-mind, maximizing long-term impact and ROI.
“If you look at magazines or newspapers that do series, that’s a great analogous situation. They’re not gonna tell you the whole story right upfront. But it’s more compelling that way and it hooks you in.”
- [22:18] Interactive Data Visualizations and Bite-Sized Content
Your static PDF manuscript is no longer enough to compete for attention. The most forward-thinking medical communications strategies now function as a dynamic ecosystem of content. Christan highlights how formats like interactive data visualizations, plain-language summaries, and short-form podcasts serve different audiences and learning styles. For leaders, the goal isn’t just to create one asset, but to build a portfolio of tools that make your data more accessible, relatable, and actionable for every stakeholder.
“At the end of the day, you have to, again, think about your audience and what’s gonna resonate with them.”
YouTube Chapters
- [00:00] Intro
- [01:15] Why a Journalist Became an Oncology Pharmacist
- [04:13] Why Communication Is the Real Superpower in Any Career
- [05:50] Why Firsthand Patient Experience Matters in Medical Communications
- [08:00] Journalism Tip #1: Lead with a Hook
- [09:54] Start With “Why They Should Care”
- [12:21] Humanizing Data with Real Voices and Visuals
- [14:41] Know Your Audience’s POV
- [17:13] What MedComms Can Learn from Media Planning
- [22:18] Interactive Data Visualizations and Bite-Sized Content
- [25:31] Making Data Visualization Work Across Platforms
- [28:59] Peer-Reviewed Podcasts vs. In-House and the Legal Realities of Pharma Content
- [33:12] Christan’s Final Advice