Meeting HCPs Where They Are: The Rise of Med Info Websites
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Episode Summary
In this episode of the Transforming Medical Communications podcast, host Wesley Portegies is joined by Hiren Patel to discuss how innovation and collaboration can transform Medical Information delivery for healthcare professionals while addressing compliance challenges and budget considerations.
Guest at a Glance
Hiren Patel has vast work experience in the pharmaceutical and medical information field. He is currently working as the Senior Director of Global Medical Information at Travere Therapeutics. Before this, Hiren held senior roles at Janssen and Sunovion.
- Hiren Patel on LinkedIn
Host at a Glance
Wesley Portegies is the CEO and Founder of MedComms Experts, an agency specializing in effective Medical Communication strategies for pharmaceutical companies. Wesley, an experienced entrepreneur, 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
Topics we Discuss:
- The importance of rethinking Medical Information
- How to boost Medical Affairs impact on a budget
- Why Medical Affairs need to invest in digital platforms
- How AI can shape Medical Information delivery
Hot Takes and Key Highlights
- 0:00 – 3:41 Key Lessons for Growth and Innovation
Hiren shares three key lessons from his 18-year career: always ask questions, stay adaptable, and don’t shy away from strategic risks. By consistently asking questions, you keep learning. In pharma, adaptability is vital as priorities shift and new products emerge. Finally, taking calculated risks is essential for growth, allowing you to drive innovation while ensuring your moves are thought-out and purposeful.
- 3:41 – 11:08 Rethinking MedInfo
Over the last decade, Medical Information (MedInfo) has made significant strides in using technology to make information more accessible for healthcare providers (HCPs). However, there’s still a need to simplify and streamline this information so HCPs can get concise answers quickly. Currently, content is often lengthy and dense. The goal now is to shift toward offering bite-sized, easily digestible formats like bullet points, short videos, or quick answers. This could make MedInfo a more responsible, accessible resource.
- 11:08 – 19:46 Boosting Medical Affairs Impact on a Budget
To make scientific and standard response documents more impactful without overextending budgets, prioritize collaboration across Medical Affairs. Tap into resources from teams like scientific communication, field medical teams, and medical directors. Content they’re already creating can be repurposed for presentations, interactive slide decks, and more. Start with leadership buy-in and ongoing communication, making it easy to know who’s working on what and how assets can benefit each function.
- 19:46 – 24:16 Why Medical Affairs Need to Invest in Digital Platforms
Investing in digital platforms, like websites, is essential for companies aiming to make reliable, science-backed information easily accessible around the clock. While not an instant payoff, it’s a strategic, long-term move that builds trust, provides immediate access to valuable resources, and supports professionals who need accurate data anytime.
- 24:16 – 27:15 Elevate Your Medical Information Platform Visibility
Making your Medical Information platform accessible and useful starts by proactively raising awareness among HCPs through non-promotional, educational channels. Use congresses and partnerships as touchpoints while ensuring internal alignment so everyone in your organization knows and can increase awareness of these resources. Additionally, leverage SEO strategies to improve visibility, and make cross-functional use of the site, such as directing inquiries from commercial teams to your platform.
- 27:15 – 30:26 How to Craft Precise Answers for Your MedInfo Site
When building a MedInfo site, it’s essential to stay compliant by ensuring your content is targeted and relevant to users’ inquiries. Focus on providing specific, accurate answers without requesting additional information or prompting irrelevant responses. Collaborate closely with your regulatory, compliance, and legal teams to define the necessary guardrails during development.
- 30:26 – 32:51 How AI Can Shape MedInfo Delivery
Integrating AI and chatbots into Medical Information can be a game-changer, but it comes with challenges. While AI has the potential to streamline responses, summarize content, and analyze data, ensuring compliance with FDA regulations is key. Medical organizations must explore AI’s capabilities to enhance their responses while sticking to necessary guidelines.
- 32:51 – 34:10 The Future of Medical Information
To keep pace with modern technology, it’s essential that Medical Information becomes universally accessible. For Hiren, it’s critical to evolve our Medical Information systems to integrate with external platforms like EMRs and prioritize patient care as the end goal.