Industry Insights MedComms: 09/05/25
In this week’s medical communications post, we discuss three of the latest insights in the world of MedComms.
Evaluating key performance indicators in healthcare marketing
In a recent interview on NetworkPharma.tv, Dan Buckland, Director at Brandcast Health, discusses the importance of strategic thinking when assessing key performance indicators (KPIs) in healthcare marketing. He advises focusing on two core performance indicators: conversion rate and cost per conversion. According to Buckland, these two KPIs most effectively reflect the return on investment of marketing campaigns. He cautions against considering an overwhelmingly large number of KPIs. He also suggests not relying heavily on engagement metrics such as impressions or likes, which may not translate into meaningful behaviour changes.
Using AI tools for manuscript development
The recently published edition of the International Society for Medical Publication Professionals (ISMPP) Newsletter revealed the results of a poll on the role of AI (artificial intelligence) in scientific writing. The poll included answers from 95 respondents active in research. Over 60% of the respondents expressed interest in using AI tools for manuscript development. However, many also showed concern regarding data integrity, ethical use, transparency and authorship challenges. The article underlines that human expertise remains vital for scientific accuracy and integrity.
How to avoid common style errors in medical writing
The American Medical Writers Association (AMWA) recently published a blog addressing common medical style mistakes and how to avoid them. The blog discusses typical issues such as inconsistent terminology, improper abbreviations and misuse of eponyms. One of the key messages from the blog was the importance of adhering to a defined style guide – such as the AMA Manual of Style – to ensure consistency and credibility. According to the blog, custom checklists, style software and revisions of editorial standards can help medical writers improve content clarity and build reader trust.
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