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A groundbreaking drug is ready to change lives, but regulatory hurdles, soaring R&D costs, and pricing pressures stand in the way of its success. For the pharmaceutical industry, this scenario is the reality of 2025.

With a global talent shortage, aging populations driving up healthcare demands, and supply chains still recovering from recent and ongoing crises, the challenges are mounting up for the pharma industry. Add the rapid adoption of artificial intelligence and advanced therapies, and you’ll see the industry facing a pivotal moment of both struggle and opportunity.

In this article, we’ll unpack the most pressing issues shaping pharma in 2025 and explore how companies can navigate this complex landscape. Let’s dive in.

Understanding the Key Problems in the Pharmaceutical Industry

The challenges facing the pharmaceutical market are anything but simple — they’re the result of a tangled web of issues that seem to snowball. Regulatory hurdles, like slow approval timelines and conflicting evidence requirements, create roadblocks that delay medicines from reaching patients. Add to this the rising costs of raw materials, labor, and transportation, and it becomes clear why pharmaceutical companies are struggling to balance innovation with affordability. And let’s not forget healthcare systems operate on tight budgets, which can make implementing new therapies an uphill battle.

Operational challenges further exacerbate the situation. Talent shortages, particularly in STEM and digital roles, threaten to slow progress in research and innovation. At the same time, pharmaceutical supply chain vulnerabilities exposed by global disruptions, such as the COVID-19 pandemic, continue to disrupt production and distribution. Pharma companies also face difficulties integrating advanced technologies like AI and personalized medicine into their operations, while navigating regulatory compliance.

Combined with health system infrastructure gaps and strategic decision-making errors, these factors create a complex environment that demands strategic collaboration and innovative solutions to ensure a sustainable future for the industry.

Common Challenges of Pharmaceutical Industry Today

Pharmaceutical industry obstacles often repeat year to year. Regulations that continuously change, rising costs, an aging population, and tech advancements uncover the industry’s resistance and fear of change. Still, it’s critical to discuss the biggest challenges so that you are aware and can build effective strategies to counter them.

Regulatory compliance

Regulatory hurdles are some of the most significant challenges pharmaceutical companies face today. Every country has its own rules and standards for drug approvals. The U.S. Food and Drug Administration (FDA) operates differently from the European Medicines Agency (EMA), and emerging markets often add another layer of complexity. For pharmaceutical companies trying to bring a drug to market globally, it’s like navigating a maze where the rules keep changing. Add to that the constant evolution of regulations (case in point, the U.S. Inflation Reduction Act), and you’ve got a moving target that demands constant adaptation.

The drug approval process doesn’t make things any easier. It’s not just lengthy — it’s expensive. With clinical trials stretching over years and costing billions, the stakes are incredibly high. And the kicker is that there’s no guarantee of success. That’s a huge risk for companies trying to innovate while keeping costs under control.

Now, let’s talk about marketing — because regulatory challenges don’t stop once the drug is approved. Many countries, for example, ban direct-to-consumer advertising altogether. Even in places like the U.S. and New Zealand, where it’s allowed, the rules are strict.

Then there’s the issue of transparency. Companies are required to disclose detailed information — everything from clinical trial results to financial relationships with healthcare providers. While transparency is critical for building trust, it often limits how creatively companies can communicate with their audiences. This makes overcoming the challenges in pharma marketing a balancing act between staying compliant and effectively engaging patients and healthcare professionals.

Talent shortage

The pharmaceutical industry is grappling with a significant talent shortage, particularly in STEM and digital roles, as demand for specialized expertise outpaces supply. This gap is further widened by an aging workforce, with many experienced professionals retiring and leaving critical positions unfilled.

Advancements in technology and the shift towards digital and personalized medicine have only heightened the need for skilled talent. At the same time, changing workforce expectations, like the desire for flexible working arrangements, add another layer of complexity for companies trying to attract and retain top talent. Without addressing these challenges, the pharmaceutical industry risks stalling innovation and falling behind in a rapidly evolving landscape.

Intellectual property

Intellectual property challenges are a constant juggling act for pharmaceutical companies. On one hand, patents are crucial — they protect groundbreaking innovations and help recoup the massive investments poured into R&D. But there’s a flip side: strict intellectual property protections can limit access to affordable medicines. When patents expire, the competition from generics heats up, shrinking market share and profits for the original innovators. And let’s not forget the growing issue of counterfeit drugs, which not only put patients at risk but also harm the reputation of trusted brands.

The intellectual property landscape adds to the complexity, with new technologies like artificial intelligence raising questions about ownership and enforcement varying widely across markets like India and China.

Add to this public scrutiny over profit-driven priorities, and it’s clear that pharma companies are under pressure to find a balance between protecting their innovations and ensuring fair access to treatments.

Supply chain management

When we go to a hospital or visit a doctor, we expect the drugs we need to be there waiting for us. It’s hard for us to imagine that a hospital might tell a patient that their treatment needs to be delayed because of a medicine shortage, or they are simply unavailable because of logistics challenges in the pharmaceutical industry. Unfortunately, this is the reality we are living in because of pharma supply chain challenges.

It should be noted that these problems existed even before the pandemic, and the economic challenges for the pharmaceutical industry made shortages even more acute.

When everything is running smoothly, the economics of the global supply chain can bring in a lot of profit, but when it fails, the human cost is enormous. In fact, some basic essential medications that are used every day in emergency rooms and outpatient clinics have been in short supply.

Data security

Figuring out how to store and manage data securely is another big hurdle. With cyber threats on the rise, pharma companies are becoming prime targets for identity theft and increasingly sophisticated attack methods. The push for digitization has only added to this challenge — more valuable data stored online means a bigger bullseye for cybercriminals.

It doesn’t stop there. Pharmaceutical companies rely on countless devices to collect sensitive health and patient data, often connected through tools like big data analytics and the Internet of Things (IoT). While these technologies bring incredible benefits, they also amplify risks, making it essential for companies to prioritize security and privacy right from the start.

HCP engagement

In such a complex environment, how can pharma marketers effectively engage with healthcare professionals? Limited targeting options and the intricate healthcare landscape make this task particularly difficult. Most targeting capabilities focus only on geography and specialization, whereas marketers require insights based on prescription behavior and formulary access. Adding to the obstacle, the healthcare market involves multiple stakeholders — providers, insurers, and patients — who all influence decision-making.

Reaching a critical mass of physicians to meet business goals is equally daunting. Fragmented outreach efforts often fail to engage HCPs meaningfully. Promotional content on company websites is often met with skepticism, while scientific journals may not always accommodate marketing messages, leaving marketers struggling to connect with healthcare professionals effectively.

Resistance to change

Resistance to change is another one of the key challenges looming in the pharmaceutical industry. And it’s driven by various factors. Management often hesitates to make substantial operational changes, fearing disruptions and increased complexity. The highly regulated nature of the industry adds another layer of difficulty, as even minor changes require expensive revalidation processes. Additionally, manufacturing challenges lead some companies to rely on paper records, which can obscure errors and avoid scrutiny.

The financial and logistical burden of compliance frequently deters companies from adopting new solutions, even when they are clearly needed. Long-standing processes and deeply ingrained habits further contribute to this resistance, with employees often reluctant to alter methods they’ve relied on for years. This resistance is compounded by a cultural preference for maintaining the status quo, summed up in the phrase, “that’s the way things have always been done”.

Strategies to Overcome Challenges in the Pharmaceutical Niche

After discussing all of the issues in the pharmaceutical industry, you might get quite a gloomy picture of the industry’s future. And although these challenges test the companies’ resilience and adaptability, they also offer opportunities for growth and transformation. So let’s explore how decision-makers can ameliorate these obstacles and turn them into stepping stones for progress.

Train your team on regulations

Keeping up with ever-changing regulations can be daunting, but it’s essential to the industry. The key is staying ahead of the curve. Companies can do this by regularly training their teams on the latest guidelines and best practices from agencies like the FDA and EMA. Strong documentation systems and tools like compliance software make it easier to track everything and reduce human error. Pharma marketing can add insult to injury, requiring MLR approval for every new e-Detailer that you make.

Here we can suggest a very actionable solution — an MLR acceleration engine that can proofread your content before you submit it for review, highlighting the risky areas that need attention.

Tackling the talent shortage

Finding the right talent in pharma is like trying to find a needle in a haystack — especially when everyone’s looking for the same needle. That’s why forward-thinking companies are getting creative, partnering with universities to create specialized training programs. Plus, don’t overlook the talent you already have. Upskilling your current employees and using AI to handle repetitive tasks can help your team focus on the big-picture projects that drive your company forward. Expanding recruitment geographically and networking with potential candidates at industry events are other two solutions that you should keep in mind.

Protecting intellectual property

Today, intellectual property protection demands sophisticated strategies. Companies must conduct regular patent landscape assessments and monitor potential infringements proactively. Successful IP management also involves engaging with various stakeholders to balance IP protection with public health considerations, particularly in emerging markets where IP regulations may differ significantly.

Predict supply chain issues

Modern supply chains require data-driven optimization and robust security measures. Advanced analytics improve forecasting accuracy and inventory management, while item-level serialization enhances product tracking and reduces counterfeiting risks. Strategic partnerships with third-party logistics providers can also increase your distribution efficiency and allow you to concentrate on core competencies.

Strengthen your cyber defence

As digital transformation accelerates, data security becomes increasingly crucial. A comprehensive cybersecurity framework should include regular risk assessments, employee training programs, and detailed incident response plans. Companies must ensure compliance with data protection regulations while safeguarding sensitive patient information and proprietary research data.

Another effective approach is implementing privileged access (PA), which designates higher access levels to specific files or systems. It enables organizations to secure applications and IT infrastructures, run their business more efficiently, and ensure sensitive data and most critical infrastructure remain confidential. PA can be applied to human and non-human users, such as applications and machines.

The 2020 Cost of a Data Breach Report found that the average total cost of a data breach was significantly higher for the healthcare and pharmaceutical industry compared to less regulated industries such as hospitality, media, and research. Therefore, pharmaceutical companies must have a thorough cyber security policy in place to protect those digital assets.

Build relationships with HCPs

Building meaningful relationships with healthcare professionals is more important than ever. Digital tools like webinars, virtual meetings, congresses, and web portals make it easier to stay connected. And by actively seeking feedback from HCPs, you can better understand their needs and deliver solutions that truly make a difference. If you’re struggling with HCP and patient engagement, we suggest reading our recent article on healthcare marketing trends that can give you a dose of inspiration.

Embrace change with confidence

Change is a good thing when presented the right way. Our job as stewards of the business is to ensure that we make change a more comfortable and incremental process when adopting new technologies. Once we reduce the fear of change, the ability to innovate and adopt will become the culture to ensure technological progress. For example, the immediate reward for adopting something as simple as an electronic logbook can be seen in reductions in overhead, gains in efficient quality reviews, and speeding up batch processing.

Technology must also be presented with a roadmap that allows the entire organization to grasp the benefits that will continue to expand efficiencies and integrate previously disparate data and department processes. Up-front costs for compliance and time spent on system implementation must never drive a decision to move forward with a new solution. The long-term benefits of adopting new technology must be the driving force behind adoption to resolve the technology challenges in the pharmaceutical industry.

Closing Thoughts

Let’s face it — the pharmaceutical industry in 2025 has a lot on its plate. However, these challenges can actually drive innovation and positive change when approached strategically. It’s evident that pharma has enough struggles as it is, so why not simplify one of your processes? At Viseven, we transform your marketing processes to make them more efficient while creating more impactful content. The future belongs to those who can adapt and innovate — and with the right partner by your side, you’re already halfway there.

Nicole had been battling migraines for months. She scheduled a neurologist appointment, hoping for answers. Her 2:00 PM visit stretched into a two-hour wait in the crowded clinic. Frustrated but desperate, Nicole finally saw the doctor at 3:45 PM.

Without acknowledging the delay, the doctor rushed through her concerns, interrupting her explanations. He dismissed her suggestion that her migraines might be medication-related and hastily ordered an MRI. Nicole barely had time to ask follow-up questions before he left the room.

Nicole left the office feeling defeated. She hadn’t been given a chance to fully explain her symptoms, nor had the doctor offered any meaningful guidance or reassurance. Driving home, she thought about how long she had waited for so little. The unanswered questions, lack of empathy, and rushed consultation left her doubting the quality of care she’d received. Her hope for solutions had turned into frustration and skepticism about whether she’d ever find relief.

This visit was supposed to bring clarity, but all it left her with was more questions — and a bitter taste of being just another name on a long list.

There are thousands of cases just like Nicole’s everywhere. Left waiting. Left with no answers or reassurance. The best thing about this is that it’s possible to fix this and provide patients with the care they need and deserve. Let’s get down to it, shall we?

What is Patient Satisfaction and Why Does it Matter?

Let’s start with the obvious — what is patient satisfaction in healthcare?

Patient satisfaction is one of the most important measures of how well healthcare providers are meeting the needs of their patients. It’s all about how people feel about their care — did the treatment meet their expectations? Were they treated with respect by hospital staff? Did everything go smoothly before, during, and after their appointment? While it’s sometimes confused with patient experience, which focuses on the nuts and bolts of what happened, satisfaction is more about how those events made the patient feel.

Why does this matter? For starters, satisfied patients tend to have better clinical outcomes. When people trust their health professionals and feel positive about their care, they’re more likely to stick to treatment plans and take an active role in managing their health.

It’s also a big deal for healthcare organizations themselves. Patients who have a good experience are much more likely to come back and recommend the provider to friends and family. That kind of patient loyalty helps build a strong reputation and keeps a steady stream of patients walking through the door.

Beyond that, patient satisfaction can even reduce risks for providers. When patients feel listened to and respected, they’re far less likely to file complaints or medical malpractice claims.

What Factors Influence Patient Satisfaction?

Patient satisfaction is influenced by a variety of factors. Let’s break down the essentials that make or break a patient’s experience.

1. Medical staff interaction
   How medical staff treat patients matters a lot. A friendly, empathetic attitude and attentive communication go a long way in making patients feel valued and cared for.
2. Clear communication
   Patients want to feel heard and informed. Clear explanations about diagnoses, treatments, and next steps can make the difference between confusion and confidence.
3. Waiting time
   No one likes waiting too long. Shorter wait times and efficient scheduling show patients their time is respected.
4. Quality of care
   Competent care, effective treatments, and good outcomes are non-negotiable. These build trust and leave patients feeling confident in their choice of provider.
5. Healthcare environment
   Clean, comfortable, and well-equipped hospital environment creates a positive impression. When people feel safe and welcomed, you get higher patient satisfaction.

Patient satisfaction isn’t just about great medical care — it’s about creating a smooth, respectful, and supportive experience.

Patient Satisfaction Score

A patient satisfaction score is a way to measure patients’ satisfaction level with their care quality. But first, we need the data to calculate it. This data comes from surveys that patients are offered to fill out after the visit. These surveys often use a 1–5 rating scale, where 1 means “completely unsatisfied” and 5 means “very satisfied.” Some healthcare organizations also use a smiley face system, which works like the 1-5 scale but replaces numbers with faces. Think of it as a simpler version of the 5-star reviews you see online.

How is a patient satisfaction score calculated?

The formula for calculating a patient satisfaction score is simple.

For instance, let’s say 50 people fill out a survey, and 40 of them report a positive patient experience. The calculation would look like this:

If your facility scores between 60-80%, it’s a good sign — most patients are generally satisfied with their care. However, if the score falls between 40-60%, it’s a warning flag. This range suggests patients feel neutral about their experience, which calls for a closer look to uncover potential issues. Now, if the score dips to 20-40%, that’s a serious red alert — most patients are unhappy with their care, and immediate action is needed to address the concerns.

What do patient satisfaction surveys ask?

Surveys are designed to cover all aspects of a patient’s journey, from booking an appointment to post-treatment care. Here are some common questions:

1. Appointment scheduling and access:

• How easy was it to schedule your appointment?
• Did you run into any issues during the process?

2. Facility and environment:

• How clean and welcoming was the facility?
• Was the waiting area comfortable?

3. Quality of care:

• How satisfied were you with the care provided by your doctor or nurse?
• Did the staff show empathy and address your concerns?

4. Communication:

• Were your condition and treatment options explained clearly?
• Did the healthcare team listen and respond to your questions?

5. Overall experience:

• On a scale from 1 to 10, how likely are you to recommend us?
• How smooth was the discharge or follow-up process?

Why does a patient satisfaction score matter?

Patient satisfaction scores aren’t just numbers — they tell a story about how patients feel about their care. By digging into this feedback, healthcare facilities can spot areas for improvement, strengthen the patient experience, and build trust.

These scores offer a roadmap for making healthcare more patient-centered, ensuring that every visit leaves a positive impression. It’s about creating an experience where patients feel heard, cared for, and confident in their choice of provider.

How to Improve Patient Satisfaction in Healthcare: Top Ways

Let’s focus on the key strategies that lead to improved patient retention. Based on Accenture’s comprehensive survey of over 8,000 U.S. healthcare consumers, we have some insights into what these key areas are.

The study reveals that access, ease of doing business, digital engagement, and trust are the primary drivers of patient loyalty and engagement. For providers, prioritizing these areas can lead to significant improvements in patient satisfaction and retention.

Make it easy for patients to stay

When it comes to keeping patients, ease of navigation is everything. In fact, 89% of patients who switched providers said it was because their previous provider was simply too difficult to deal with. This includes everything from confusing online tools to poor experiences with administrative staff. Interestingly, this factor was more than twice as likely to prompt a switch compared to dissatisfaction with clinical care.

What does this tell us? Patients value providers who make their lives easier. Streamlining processes, improving digital tools, and creating a smooth overall experience are essential steps to keeping patients from looking elsewhere.

Access is everything

Access is another big piece of the puzzle. Patients expect healthcare providers to be convenient and flexible. Whether it’s offering appointments after work hours, enabling online booking, or providing telehealth options, these features make it easier for patients to get the care they need. And the easier it is for patients to access care, the more likely they are to stick around.

Digital engagement and building trust

Today, digital engagement can make or break a patient’s loyalty. Patients who consider themselves “highly digital” are not only more likely to trust their providers but are also more likely to stay with them. These patients appreciate tools like online appointment booking, telehealth options, and proactive communication — and they expect these features to work seamlessly.

Trust also plays a huge role in building loyalty. People are more likely to choose and stick with providers recommended by someone they trust, whether that’s a friend, a specialist, or their primary care doctor.

Be clear about pricing and focus on reputation

Transparency around pricing and clear communication about care can go a long way in building that trust. 33% of people choose providers that are transparent about healthcare costs, can calculate the visit price beforehand, and are listed in patients’ insurance provider directory. Hence, make sure to build and maintain transparent billing processes and help patients understand their financial responsibilities. Providing itemized bills and payment plans can significantly reduce stress and increase patient satisfaction.

And don’t underestimate the power of a strong reputation — patients notice when providers are socially responsible, inclusive, or focused on sustainability.

Why it pays to put patients first

Here’s the bottom line: providers that treat patient engagement as a priority — not just a cost — are seeing results. In fact, Accenture found that leading healthcare organizations focusing on patient-centered service grow their revenue 3.5 times faster than those that don’t.

The takeaway? Patients value providers who make access easy, navigate smoothly, offer digital convenience, and prioritize trust. By doubling down on these areas, healthcare providers can build stronger relationships with their patients — and stay ahead in an increasingly competitive landscape.

Future of Patient Satisfaction & What to Expect

The way we think about patient satisfaction is changing fast. With new technologies, a shift toward personalized care, and a stronger focus on quality over quantity, healthcare is evolving to meet the growing expectations of patients.

Making access easier

Nobody likes jumping through hoops to see a doctor or manage their health. Patients are looking for simpler, faster ways to connect with healthcare providers. Whether it’s user-friendly apps, better communication tools, or easier ways to book appointments, convenience is key. And as healthcare providers step up to meet these demands, higher patient satisfaction scores are sure to follow.

Quality over quantity

The healthcare industry is shifting toward value-based care, which puts the spotlight on better outcomes rather than just more services. This approach prioritizes things like preventative care and managing chronic conditions effectively, which improves patient health and also boosts satisfaction.

Tech that puts patients first

Technology is changing various aspects of healthcare, making it more accessible for patients while simplifying processes for providers. Telehealth is a prime example — once synonymous with video consultations, it now encompasses innovations like remote monitoring. With this technology, patients’ health metrics can be tracked in real time, eliminating the need for frequent clinic visits. Complementing this are AI-powered tools such as chatbots that streamline administrative tasks, from scheduling appointments to providing instant answers to common queries, delivering a seamless and efficient healthcare experience.

On the provider side, AI-enabled customer relationship management systems are transforming how healthcare staff interact with patients. These systems automate routine tasks such as sending reminders, follow-ups, and personalized messages, ensuring continuous engagement. Beyond communication, healthcare CRMs simplify billing and claims management, freeing time for staff to focus on patient care. They also centralize patient data, ensure compliance with regulations, and uncover valuable insights into patient behavior. This allows providers to make well-informed decisions, enhancing both operational efficiency and patient outcomes.

Making healthcare personal

The future of healthcare is all about personalization. With tools like AI and data analytics, providers can get a better understanding of each patient’s unique history, preferences, and habits. This means care plans that are thoughtfully tailored, not just one-size-fits-all solutions. It’s a big step forward in making patients feel seen and cared for, ultimately raising the bar for satisfaction.

Boost Patient Satisfaction with Viseven

Throughout this article, you’ve probably noted a few ideas on how you can get more satisfied patients at your organization. Viseven can help you implement the tech side of your plans, be it a user-friendly mobile application for your patients, advanced CRM software, a web portal, or an eLearning solution. We’ve been working with life sciences organizations for almost two decades, successfully bringing all sorts of ideas and strategies to life. The adoption of digital instruments and engagement tactics is on the rise, so make sure your brand stays strong among the competition. Write us a line and let’s discuss your solution.

Not too long ago, healthcare marketing was a straightforward game. Brochures in clinics, billboards by highways, and maybe the occasional TV spot. Fast-forward to today, and everything has changed. Patients are scrolling through health tips on social media, comparing treatments online, and expecting brands to understand their unique needs — before they even ask. The world of healthcare has gone digital, and with it, the way we communicate has completely transformed.

But this shift hasn’t been without its challenges. Healthcare marketers find themselves asking: How do we stand out when everyone is vying for attention? How do we build trust in an age where misinformation spreads faster than facts? And how can we keep up with the constant evolution of technology and patient expectations?

This article isn’t just a list of healthcare marketing trends though — it’s a guide to navigating the challenges you’re already facing. From fresh approaches to patient engagement to tools that can simplify the chaos, we’ll explore the ideas shaping the future of healthcare marketing. Let’s dive in!

Opportunities for Growth in 2025 

Growth opportunities in healthcare marketing have never been more abundant and challenging to navigate. Let’s explore the top healthcare marketing trends, or better say, strategies that you and your business leadership can use to address challenges head-on and open new ways to engage with customers, build trust, and drive meaningful results.

Personalization and patient-centric marketing 

At this point, personalization and patient-centric marketing are essential aspects of a marketing strategy for many healthcare organizations rather than trends. These strategies go beyond buzzwords, offering actionable ways for healthcare marketers to meet patients where they are, understand their unique needs, and create tailored experiences that build trust and loyalty.

The proof is in the pudding: 93% of patients are ready to share their data to get personalized information, almost 80% of people across all ages conduct online research before treatment, and nearly 50% of patients in Asia Pacific expect to use digital health tools in the next 5 years.

The success of platforms like Ping An Good Doctor, Halodoc, and MyDoc emphasizes the power of patient-centric approaches. From a 900% spike in new users to significant increases in engagement, these examples demonstrate how personalization and accessibility revolutionize healthcare marketing efforts.

Content marketing and education 

Health literacy statistics reveal a significant challenge across various populations, indicating that many individuals struggle to understand and use health-related information effectively.

Only 12% of adults in the United States demonstrate proficient health literacy, while 36% have basic or below basic skills. In Europe, nearly 50% of adults reported inadequate health literacy for managing their own health issues.

Creating informative digital content should remain a key strategy for healthcare marketers. Educational resources help build trust and authority while addressing common health concerns. Focusing marketing resources on health literacy ensures that more patients understand their options and can make informed decisions about their healthcare journey.

Search engine optimization (SEO) 

The increasing reliance on digital platforms for healthcare information and services has made SEO a critical component of healthcare marketing strategy.

As we’ve seen, the vast majority of patients begin their healthcare journey with online searches, making a well-optimized online presence essential for attracting prospective patients. High search engine rankings not only make healthcare providers easier to find but also enhance their perceived credibility, as patients often associate top-ranking providers with higher-quality care.

Additionally, local SEO is especially vital in healthcare, where patients frequently search for services nearby. By optimizing for local search terms and ensuring accurate Google Business Profiles, providers can effectively connect with patients in their communities and strengthen their local presence.

Here are some key SEO trends pertinent for healthcare marketers:

• Staying agile and focused on quality is essential, starting with adapting to frequent algorithm updates to ensure strategies align with changing guidelines and content remains relevant.
• The rise of voice search demands optimization for natural, conversational queries and the use of long-tail keywords that reflect how patients ask health-related questions.
• Integrating schema markup can improve how search engines interpret content, increasing the likelihood of appearing in rich snippets and boosting visibility.

Compliance and data privacy 

The growing emphasis on protecting patient information and adhering to regulations like HIPAA is shaping how healthcare organizations approach their marketing strategy.

Grand View Research reports that the global healthcare cybersecurity market was valued at $17.3 billion in 2023 which is almost $1 billion more than in 2022. This growth is driven by the increasing number of cyber-attacks and rising privacy concerns within the healthcare industry. From 2018 to 2022, the number of large breaches reported to the OCR rose by 93%, jumping from 369 to 712. Even more alarming, large breaches involving ransomware surged by 278% during the same period.

This explains a growing trend toward educating staff about compliance requirements related to marketing tactics. Training programs focused on HIPAA compliance and data privacy help ensure that all employees understand their role in safeguarding patient information.

Healthcare marketers ought to integrate compliance considerations from the planning stage of their campaigns — evaluating communication channels, messaging, marketing materials, and data collection methods to ensure they align with legal requirements.

Influencer partnerships 

One of the strongest healthcare marketing trends is influencer partnerships. You’ve probably seen a TikTok or an Instagram video where doctors are sharing medical advice, personal stories, as well as address common misconceptions. These videos gather a ton of views and engagement because they are usually short, informative, and simplify complex topics.

Healthcare influencers are often medical professionals or experts in their respective fields, such as specialists involved in research. However, healthcare influencers can also include health and wellness experts, like fitness coaches and nutritionists, as well as celebrities and mainstream bloggers.

Influencers who are patients themselves often share their health journeys, advocating for early diagnosis or treatment options. Their stories resonate with others facing similar challenges, creating a supportive community around specific health issues.

Healthcare-related content shared by influencers sees a 45% higher engagement rate compared to content from healthcare organizations themselves. This significant difference underscores the effectiveness of influencer-generated content in capturing audience attention and fostering interaction.

Video content marketing

Speaking of TikTok videos and Instagram reels: did you know that short-form videos dominate how audiences consume content today? With 75% of viewers watching videos on mobile devices and video content being shared 52% more than any other format, it’s no surprise that healthcare marketers are harnessing this trend to engage patients and healthcare providers.

What’s even more exciting is that high production values aren’t always necessary to capture attention. Audiences increasingly favor low-budget, authentic videos — like talking head clips recorded on a webcam — proving that accessibility and relatability win over extravagance.

In the healthcare space, the true power of video lies in its ability to simplify complex medical concepts and provide valuable education. Animated explainers can demystify intricate procedures like knee replacements, while patient testimonials offer real stories that build trust and emotional connection. Healthcare brands are also diversifying their own content marketing strategy with multiple video formats, including bite-sized educational clips, long-form interviews, live-streamed events, and even personalized videos tailored to patient needs.

This strategic use of video content thrives within an omnichannel approach, ensuring healthcare messages resonate across platforms like social media, websites, and dedicated video channels such as YouTube. With 3.3 billion digital video viewers worldwide and 89% of consumers wanting more videos from brands, video marketing in healthcare is a necessity for enhancing engagement and standing out in a crowded digital space.

Patient reviews and testimonials 

In 2025, patient reviews and testimonials should have a place in your marketing strategy — and for good reason. When 74% of people say online reviews are critical in choosing a provider, it’s clear that patient feedback has real power. Think about it: most of us wouldn’t pick a restaurant with bad reviews, so why would patients take chances with their health? In fact, 84% of consumers admit they won’t even consider a provider with less than four stars. For healthcare organizations, this means positive reviews and patient satisfaction are essential.

But it’s not just about making a good impression. Positive reviews can boost a provider’s visibility online, helping new patients find them more easily. That’s why many organizations are making review management a priority, asking for feedback after appointments and using it to improve services. It’s a win-win — patients feel heard, and providers get insights to enhance care. In a world where trust is everything, genuine patient communication can make all the difference, building connections and loyalty in ways traditional marketing just can’t match.

Omnichannel marketing 

Omnichannel marketing in healthcare is all about creating a seamless, personalized experience for customers across every touchpoint — whether it’s a website, an email, a social media ad, or even an in-person visit. Imagine this: a patient books a doctor’s appointment online, receives a reminder via SMS, and after the visit, gets a follow-up email with care instructions and links to educational resources tailored to their diagnosis. This kind of integrated communication not only makes life easier for patients but also fosters trust and loyalty.

The magic of omnichannel lies in its ability to meet people wherever they are in their patient journey. For example, healthcare marketers might use targeted social media campaigns to reach potential patients who haven’t heard of their services, while simultaneously sending personalized newsletters to re-engage former patients. Advanced technologies, like AI-powered chatbots, take this a step further by providing 24/7 support and instant answers to patient queries, making healthcare feel responsive. In the end, you’ll foster deeper connection with patients, get higher engagement rates, and an impressive 90% boost in retention when you adopt this strategy.

However, omnichannel marketing relies on the ability to consistently identify customers across the various channels they use. Which is becoming harder to do with consumer data privacy laws like HIPAA, HITECH, and CCPA, combined with the decline of third-party cookies. As a result, healthcare marketers have shifted their focus to medical professionals, utilizing robust first-party NPI-level data to create effective omnichannel engagement tailored to their needs.

AI and automation 

Artificial intelligence and automation are changing marketing efforts in healthcare as we go. With AI, healthcare marketers can analyze vast amounts of data to uncover patterns in their audiences’ behavior, allowing them to create highly targeted and personalized campaigns. For instance, predictive analytics can identify patients at risk for certain conditions or in need of specific treatments, enabling proactive outreach that feels more like a helpful nudge than a marketing pitch.

With the healthcare AI market projected to grow from $14.92 billion in 2024 to $164.16 billion by 2030 at a staggering CAGR of 49.1%, it’s clear that these tools are becoming essential for the industry.

One of the most significant advantages of AI is its ability to automate the personalization of digital marketing communications. Tools powered by AI can send tailored messages, reminders, or wellness tips based on a patient’s health profile.

Chatbots are also gaining traction, assisting patients with scheduling, answering questions, and providing follow-up care instructions — all while reducing administrative workloads.

On top of that, AI helps optimize campaigns in real time, adjusting strategies to improve outcomes and reduce wasted resources. By automating repetitive tasks like audience segmentation and campaign management, healthcare marketers can focus their efforts on more strategic goals. No wonder that as the adoption of artificial intelligence continues to rise in healthcare, the Centre of Economic Policy Research predicts that it could result in annual savings from $200 to $360 billion over the next five years.

The examples of how AI is already helping businesses in healthcare are aplenty, even if we just take Viseven’s case as an example. From the MLR acceleration engine within eWizard that helps pharma companies detect non-compliant digital marketing content to AI-powered auto-tagging that allowed our client to reduce manual work by 60%, we see how this technology is already taking its rightful place in healthcare marketing strategy.

Telehealth and digital health services 

Telehealth has emerged as one of the most transformative trends in healthcare, with its roots firmly planted in the accelerated adoption sparked by the COVID-19 pandemic. The global telehealth market, valued at $102 billion in 2023, is on track to grow at a CAGR of 17% through 2031. But what makes telehealth such a powerful force, and why should marketers pay attention?

At the heart of telehealth’s popularity lies one undeniable factor: convenience. Consumers today want access to care on their terms, whether it’s for chronic conditions, mobility challenges, or routine consultations. Telehealth bridges the gap, offering personalized care without the logistical hurdles of in-person visits.

And it’s not just physical health taking the spotlight — telehealth therapy has carved out a unique niche in the healthcare landscape. With the global online therapy market expected to surge from $9.68 billion in 2024 to $24.80 billion by 2031, there’s a clear cultural shift toward valuing mental health care.

The numbers speak volumes. A study on telehealth substance use disorder programs found that 82% of participants felt their virtual visits met their needs “equally well” or “better” than in-person care, and over 86% reported satisfaction with the quality of their care. These insights highlight telehealth’s potential not just to meet demand but to exceed expectations.

Despite the clear demand, telehealth isn’t without its challenges. While adoption soared post-pandemic, some studies suggest usage has plateaued in recent years. The takeaway? Healthcare organizations must invest in and build software that delivers seamless, personalized experiences to meet consumer expectations. Simply offering telehealth isn’t enough — it must be exceptional, intuitive, and patient-centric.

Social media engagement 

Social media is changing the game in healthcare marketing, making it easier for providers to connect with patients, share valuable information, and build trust. Whether it’s answering questions in real time, creating supportive health communities, or sharing engaging videos, social media puts healthcare where people already are — online. In fact, 71% of Gen Z and 66% of millennials turn to social platforms for health-related information.

With 5G in the mix, these connections are about to get even smoother. Faster speeds mean high-quality videos, live chats, and interactive campaigns can happen without a hitch, helping healthcare organizations create meaningful, human-centered experiences.

Conclusion

In an increasingly digital and patient-centric industry, healthcare marketing is no longer about isolated campaigns but a holistic strategy rooted in personalization, technology, and trust. By utilizing advanced tools like AI and automation, creating impactful content through video and education, and engaging patients through omnichannel experiences, healthcare organizations can meet audiences where they are while fostering long-term relationships.

As consumer expectations evolve, the focus must remain on delivering seamless, patient-centric experiences that simplify complex healthcare journeys. Whether through influencer-led storytelling, dynamic telehealth services, or data-driven personalization, the goal is clear: empower your audience with the right information, at the right time, through the right channels.

If you read this article, you probably dream of getting your foot in the door with medical writing. Or maybe you are an employer eager to add a medical writer to the crew. Regardless of your goal, you must understand that the ready-aim-fire approach will not work in this occupation. You should know what medical writers do, what value they bring, how much they make, who hires them, and how to become one.  

In this in-depth guide, the Viseven team will help you learn more about the medical writing job and feel more confident while testing the waters in a new field. But before we begin, let’s define medical writing. 

What Is Medical Writing? 

Medical writing refers to creating healthcare-related textual content that aims to improve doctor-patient communication and provide insights on industry topics. Medical writing presupposes compliance with regulatory guidelines and industry requirements regarding structure, content, style, and format. 

Some types of medical writing include: 

• Grant proposals 
• Abstract for medical journals 
• Advisory board summaries 

• Ads for medical devices and drugs
• Clinical study reports
• Healthcare education materials 
• Marketing materials 
• Newspaper articles 
• Healthcare books 

Necessary Skills and Expertise 

Medical writers create technical, educational, promotional, and informative healthcare-related content. Since healthcare is heavily regulated, a medical writer must be familiar with industry standards, regulations, and medical concepts. While having a healthcare degree is preferable, it is not mandatory. 

It is also worth noting that more than a basic understanding of healthcare is needed to excel in this profession. Medical writers must be outstanding communicators, capable of breaking down complex ideas for the public and healthcare professionals in a digestible way. They must create a compelling story to which the audience can relate, especially when crafting ads and marketing materials. 

Equally important for a medical writer are analytical and research skills. These experts must be able to analyze and synthesize large volumes of evidence-based information to create a coherent, compliant content piece. Since each piece will undergo the approval procedure (for example, the Medical Legal Regulatory (MLR) process), they should be able to work with facts and interpret research findings and statistics without falling prey to biased thinking.

Source: Technical Writer HQ

Benefits of Having a Medical Writer in Your Team 

Whether you are an employer or a would-be medical writer, you need to know what these experts bring to the table. Here are some of the key perks: 

Compliance made easy 

Medical writers are experienced in writing healthcare content, so they know how to ensure compliance with the industry requirements. For example, in pharma marketing, each content module or assembly must undergo a rigorous MLR process. For the businesses that do not employ a modular approach to content creation, it may take up to 2 months to approve a single content asset.  

If competent writers are assigned to create the content, the MLR teams will be more likely to approve it on the first attempt. This means savings in costs, time, and improving the quality of writing. 

High-quality content 

Medical writers understand the healthcare industry, their audience, and the job to be done better than other writers or marketers. They know how to connect with different types of readers, such as providers, regulatory authorities, patients, and caregivers.  

They also have the skills to write easy-to-read, engaging, and ethical healthcare materials. All their claims are well-researched and supported by data. 

Standardization 

One aspect often overlooked is content consistency. Medical writers ensure standardization across materials. This allows pharmaceutical companies to maintain their brand voice and facilitates information sharing. Since content quality and messaging remain consistent, reviewing and comparing different materials is more effortless.  

Who Hires These Specialists? 

Many aspiring medical writers falsely believe they should market their services only to pharmaceutical and medical device companies. This biased assumption greatly impacts their career progress. While pharmaceutical companies need medical writing services, they do not usually hire these specialists directly. 

Pharma companies often turn to medical education companies and medical communication agencies for medical writing. These vendors offer complete services, from project briefing to website development, making them time-efficient and convenient for life sciences businesses. 

It is not uncommon for MarTech companies operating in pharma to hire medical writers. For example, Viseven’s Digital Content Factory (DCF) provides interactive content development for life sciences brands, including those in the Top 50. Our team has been delivering medical writing and marketing services for over 15 years. 

Connect with these companies on LinkedIn or find their websites to check medical writing job openings. Depending on your goals and preferences, you may apply for in-house positions or seek freelance opportunities. 

How Much Do Medical Writers Earn? 

Medical writers’ salaries heavily depend on their skills, experience, and location. Salaries can vary significantly in the United States, even from state to state. According to Glassdoor, a medical writer makes an average of $86,556 per year. Meanwhile, Salary.com gives a somewhat lower figure of $70,784. This website allows you to determine the salary based on years of experience, location, reporting structure, and performance level. 

How to Become a Medical Writer 

Here are some time-tested pieces of advice to become a medical writer: 

Find a good mentor 

Finding a mentor is one of the most effective strategies for beginning your career path. However, you must be ready to soak up new knowledge and not be afraid to ask questions. 

You may encounter two types of writers when searching for a mentor. The first group consists of writers with a medical degree and extensive experience in healthcare, but their writing skills may be average. Life sciences brands often employ these writers if they have medical editors on their teams.  

Another type of mentor is a medical writer with adequate medical knowledge and exceptional writing skills. Their work typically requires minimal editing and is approved from the first draft, saving companies time and money.  

The choice of mentor depends on your preferences and available resources. Yet, it is preferable to find a mentor who can teach you both medical science and the art of writing, thereby making you a more competitive expert in the market. 

Build a diverse portfolio 

Your work speaks for itself, and a well-crafted portfolio is a must when you start your path as a medical writer. You might say, “But wait, how can I build my portfolio if I do not have anything published?”.  

One mistake that novices make is to wait for publications in authoritative medical journals to begin composing your portfolio. Your prospective employers would like to see examples of your work to check whether you are a good fit for them.  

They also tend to prefer writers who can produce content for diverse audiences. Therefore, it is always a good idea to include, for example, patient handouts along with healthcare magazine articles. This would prevent you from pigeonholing yourself to one niche only and make you appear more valuable in the employers’ eyes. 

Network, network, and network 

Whether you plan to become a freelancer or an in-house employee, it is crucial to connect with the community to break into the field. Building a network of contacts, both locally and internationally, is increasingly important.  

One option to consider is joining the American Medical Writers Association (AMWA), an international association of specialists in biomedical communications. This will give you access to industry expert-led courses, scientific workshops, and mentoring opportunities. Most importantly, you can form valuable professional relationships, learning from other writers’ mistakes and success stories. 

Also, let’s not forget about virtual communication. Adding contacts on LinkedIn will help expand your network. You might also want to add employees and corporate pages of companies you want to work for. 

Become more tech-savvy 

Technical literacy will help you produce content quickly and with minimal to no revision requests from your employer or client. As a medical writer, you must be proficient in software such as Microsoft Office Word, Excel, PowerPoint, and Adobe Acrobat.  

The latter program is essential when creating marketing materials. To get content approved by MLR, you need to reference all your claims by mentioning the exact author, page, and paragraph number and highlight the sentences you are referring to. As most documents come in a PDF format, Adobe Acrobat is helpful for this task.  

Learning new tech skills also helps professionals stay abreast of industry trends. For example, medical writers at Viseven can leverage our advanced content experience platform, eWizard, to plan, brief, modularize, analyze, and distribute content. The knowledge of the AI-driven solution helps them speed up their content creation process, accelerate MLR approval, and tailor messages to their audiences. 

Spend money to earn money 

Medical writing is a highly dynamic field, so it is crucial to stay updated on the latest innovations, guidelines, and healthcare regulations. As stated by Cynthia Kryder in the book ‘The Accidental Medical Writer,’ you have to spend money to make money. 

There is no specific degree in medical writing, but you can always find plenty of self-education opportunities. Many organizations provide training sessions for newly hired medical writers. In these courses, new employees learn about various types of regulatory documents, in-house templates, style guides, the drug development process, and more. These organizations may pair new employees with senior medical writers who act as mentors. 

Alternatively, consider enrolling in short courses offered by professional entities. These sessions typically last up to three days and focus on specific topics (drug safety, medical writing for newspapers, ethical standards, and more). Upon completion, you will receive heaps of condensed, valuable information shared by experienced industry professionals. 

It is also vital to read high-quality content produced by other medical writers. You do not have to consume every content piece under the sun, but you should familiarize yourself with different writing styles to find your own voice.  

Identify the types of content you would like to create and read as much as possible. For example, if you want to write for healthcare journals and newspapers, explore the most prominent ones on the market. 

Gain medical science knowledge 

More than basic healthcare knowledge is required when starting a career in medical writing. It is vital to have professional literature at your fingertips. Essential resources include a nursing procedure book, physician desk reference, and medical dictionary. The Control of Communicable Diseases Manual can help you understand disease biology.  

There is also a wealth of evidence-based information available on the Internet. One of the most reputable databases is PubMed, which contains millions of healthcare manuscripts dating back to the 1950s.  

Meanwhile, do not use online encyclopedias and blogs, which people without a healthcare degree write and edit. You should be able to differentiate fact-based materials and personal opinions to provide high-quality medical content. 

Final Words 

Medical writing brings together the art of writing and the science of medicine. Life sciences brands rely on medical writers to engage, educate, and establish long-term relationships with their audience.  

Viseven is a future-inspired MarTech company that collaborates with medical writers specializing in various therapeutic areas, from endocrinology to rare diseases. Our experts work with marketing specialists and medical advisors to produce high-quality, compliant, and impactful content. Our team includes medical doctors who grasp the legal aspects of promoting different types of drugs and ensure that your content complies with regulations and cultural nuances. 

If you are interested in our medical writing and content creation services do not hesitate to drop us a line. 

Ever wondered how complex medical jargon gets translated into something we can all understand? The answer is medical writing. It’s like a bridge connecting the intricate world of medical science to everyday healthcare communication. As a specialized field, medical writing encompasses the creation of various documents, from regulatory submission documents to medical journal articles, that convey critical medical knowledge to diverse audiences.

In an era where accurate and timely information can critically impact patient outcomes, effective communication in healthcare becomes paramount. Medical writers, thus, serve as key intermediaries between researchers, pharmaceutical companies, and the broader medical community.

Today, let’s explore the multifaceted role of medical writing in healthcare communication, delve into how competent medical writers contribute to spreading medical science awareness, and facilitate the approval process for new treatments. 

Importance of Clear and Accurate Medical Writing

Let’s talk about why clear and accurate medical writing is a big deal. Imagine a game of telephone, but instead of funny phrases, we’re passing along critical medical information. Scary thought, right? That’s why medical writers, whether they’re crafting promotional materials for pharmaceutical companies or penning articles for medical journals, need to be spot-on with their words. A single misplaced comma or ambiguous phrase could lead to misunderstandings that put patient safety at risk. It’s not just about using fancy medical terminology, it’s about translating complex medical concepts into language that healthcare professionals and patients alike can grasp. 

This crucial role explains why the market is projected to grow at a CAGR of 10% from 2024 to 2032, potentially reaching $2.57 billion by 2032. 

Clear writing can make the difference between a patient following their treatment plan or getting confused and failing. For medical device companies and research organizations, precise technical writing in clinical study reports or efficacy summaries can speed up the approval process for life-saving innovations. So next time you breeze through a well-written healthcare website or easily understand a scientific publication, thank a competent medical writer. They’re the unsung heroes making sure medical knowledge flows smoothly from research data to real-world application, keeping the wheels of health communication turning smoothly.

Key Roles of Medical Writing in Healthcare Communication

Medical writers are the oil that keeps the engine of healthcare communication running smoothly. Whether it is a patient reading a pamphlet, a researcher poring over a journal article, or a doctor consulting treatment guidelines, all of them are benefiting from the expertise of medical writers. Medical writers make sure that vital medical knowledge doesn’t get lost in translation, playing a crucial role in advancing medical science and improving healthcare for all of us.

Enhancing patient education

Medical writing plays a vital role in enhancing patient education by bridging the gap between complex medical knowledge and the general public. Skilled medical writers transform technical medical terminology and clinical research data into accessible, easy-to-understand information for patients.

These writers create a wide range of educational and promotional materials, like brochures, healthcare websites, and informational leaflets. They work closely with medical practitioners, pharmaceutical companies, and medical device firms to ensure accuracy and relevance. By simplifying medical concepts and describing research results in layman’s terms, medical writers help patients better understand their conditions, treatment options, and preventive measures.

For instance, a competent medical writer might develop a patient-friendly guide explaining a new medication’s benefits and potential side effects. They may also create comprehensive healthcare websites that break down complex medical procedures or clinical trial protocols into digestible information for patients.

By enhancing patient education through clear, concise, and informative materials, medical writers contribute significantly to improved health communication and patient outcomes. Their work empowers patients with the knowledge they need to make informed decisions about their health, ultimately supporting better overall healthcare delivery.

Supporting clinical research

As the number of clinical trials has grown significantly over the past two decades, with over half a million studies conducted every year worldwide, the demand for competent medical writers has increased. 

Medical writing is a cornerstone of clinical research, playing a vital role throughout the entire process. From drafting study protocols and informed consent documents at the outset, to preparing clinical study reports and regulatory submissions upon completion, medical writers are integral to every stage. They assist in documenting ongoing trials, analyzing and presenting research data, and crafting manuscripts for publication in medical journals. Their expertise is crucial in translating complex scientific information into clear, accurate documents for diverse audiences, including regulatory bodies, healthcare professionals, and patients. 

Medical writers contribute to post-market activities such as pharmacovigilance reporting and developing educational materials. Their work spans pharmaceutical companies, research organizations, and medical device firms, requiring a deep understanding of medical terminology, research methodologies, and regulatory requirements. Increasingly, medical writers are also becoming adept at omnichannel communication, ensuring that their content is effectively distributed across various platforms and mediums to reach target audiences more efficiently.

By bridging the gap between scientific data and comprehensible communication, medical writers play an indispensable role in advancing clinical research, facilitating drug approvals, and ultimately improving patient care. Their contributions ensure that the growing number of clinical trials worldwide are properly documented, analyzed, and disseminated, driving forward the progress of medical science.

Facilitating regulatory compliance

Medical writers help with facilitating regulatory compliance throughout the clinical research process. They prepare essential documents like trial protocols and clinical study reports, ensuring accuracy and consistency across all materials while adhering to current regulatory guidelines. These professionals excel at interpreting complex regulations and translating scientific data into clear, concise language for regulatory review. They implement rigorous quality control measures and work collaboratively with research teams to accurately represent study findings. 

As regulations evolve, medical writers must adapt quickly, updating documents and processes to maintain compliance. Their expertise in standardization, ethics, and transparency helps streamline the submission process and supports ethical research conduct. By fulfilling these crucial functions, medical writers enable pharmaceutical companies and research organizations to navigate the intricate regulatory landscape effectively, ultimately contributing to the successful development and approval of new treatments.

Improving healthcare professional communication

Medical writers develop useful tools like clinical guidelines, treatment protocols, and drug information summaries. These help doctors, nurses, and other healthcare workers make informed decisions quickly. By creating consistent, well-written materials, they help ensure that all healthcare professionals follow the same best practices. 

Furthermore, medical writers continuously produce educational materials for medical journals, helping healthcare workers stay current with the latest developments in their field. Most crucially, they summarize and present research findings in a way that helps healthcare professionals apply the latest evidence to their work.

Challenges in Medical Writing

Medical writing is a challenging and complex field that requires a unique blend of scientific knowledge, communication skills, and regulatory understanding. Medical writers face numerous obstacles in their profession, including:

• Rapid evolution of medical research: Staying in touch with the latest medical science and clinical research developments is crucial. Medical writers must continuously update their knowledge to ensure their content reflects the most recent advancements.
• Regulatory compliance: The life sciences industry requires strict adherence to regulatory guidelines. Medical writers must create regulatory submission documents, clinical study reports, and other materials that comply with technical guidelines set by international committees.
• Diverse audience expectations: Medical writers must tailor their content for different target audiences, from medical journal editors to patients accessing healthcare websites.
• Technological adaptation: Medical writers need to keep up with evolving tools and platforms used in medical communications and technical writing.

How can medical writers overcome these challenges? At Viseven, our medical writers stay at the cutting edge of medical knowledge by actively participating in conferences and workshops. The writers benefit from mentorship within the company, leveraging the expertise of team members with MD degrees in various specialties and pharmaceutical industry experience. This internal knowledge-sharing, combined with our extensive network of healthcare professionals, provides Viseven’s medical writers with valuable insights and opportunities.

Furthermore, our team is proficient in using various omnichannel tools, enabling us to create and distribute content effectively across multiple platforms. This commitment to ongoing education, skill development, and technological advancement ensures that our writers consistently produce high-quality, scientifically accurate, and compliant content across all therapeutic areas, from cardiology to rare diseases, while maximizing reach and engagement through diverse communication channels.

Best Practices for Effective Medical Writing

Effective medical writing stands on a couple of essential fundamentals that add to its clarity and impact. To create materials that are credible, accurate, and succinct, it’s crucial to master these fundamentals.

EMWA even provides a checklist to help medical writers review and improve their work.

Maintain clarity and clear structure

Clarity is the cornerstone of effective medical writing, a principle emphasized by organizations like the American Medical Writers Association and the International Committee of Medical Journal Editors. Competent medical writers employ plain language, avoid unnecessary jargon, and eliminate ambiguity to ensure their target audience effortlessly understands the intended message. 

Structuring information logically is another key aspect of effective medical writing. Whether working on clinical trial protocols, sales force training manuals, or healthcare websites, medical writers enhance comprehension and facilitate knowledge retention by organizing content clearly. Utilizing headings and subheadings enables readers to navigate complex documents easily, whether they’re healthcare professionals reviewing clinical research data or patients seeking to understand their treatment options.

Think about your audience

Medical writers must consider their audience when creating content. For instance, when writing for medical practitioners or producing content for medical journal articles, using specific medical terminology is appropriate. However, when developing health communication materials for patients or the general public, it’s essential to translate complex medical knowledge into layman’s terms to ensure comprehension.

Verify and stay consistent

In the medical writing profession, accuracy and consistency are of utmost importance. Whether working for pharmaceutical companies, research organizations, or medical device firms, competent medical writers must meticulously verify information and cite credible sources to maintain the highest standards of accuracy. This rigorous approach helps prevent misinformation and ensures the validity of the information presented.

Consistency in medical terminology, formatting, and style is equally vital. Adhering to established guidelines promotes uniformity across various materials. This consistency is essential whether writing for healthcare professionals, developing educational medical writing materials, or preparing regulatory submission documents.

Final Thoughts

As the field of medical science continues to advance, the importance of clear, accurate, and accessible medical writing will only grow. It remains an indispensable tool in ensuring that life-changing medical knowledge reaches those who need it most — from researchers and healthcare professionals to patients and the general public. In this era of information abundance, skilled medical writers will retain their value, translating complex data into knowledge that saves and improves lives.

As we’ve explored, the role of medical writers extends far beyond mere translation of technical jargon, they are essential contributors to patient education, clinical research, regulatory compliance, and professional communication among healthcare providers.

In this landscape, companies like Viseven play a crucial role in supporting the life sciences industry. Offering a comprehensive suite of medical writing services — from publications and educational content to promotional materials and digital solutions — we can help you with the multifaceted nature of modern medical communication. Moreover, our context experience platform, eWizard, allows pharma marketers to plan, create, modularize, and distribute digital content at scale. Fill out the form below, and we’ll contact you shortly to help you start and navigate your journey.

Looking for ways to revolutionize your communications with healthcare professionals?
Our eDetailing Guide is your roadmap to personalized, data-driven engagement that gets results.

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How to craft personalized eDetailing experiences that resonate with HCPs and drive results.

Personalization in eDetailing goes beyond simply addressing HCPs by name. It involves tailoring the entire experience—from the content presented to the interactions facilitated—to each individual HCP’s specific preferences, interests, and needs.

This can be achieved by leveraging data from various sources, such as past interactions, online behaviour, and professional profiles, to create detailed HCP profiles. These profiles can then be used to dynamically adjust the eDetailing content, ensuring that each HCP receives the most relevant and engaging information.

Our guide delves into the strategies and technologies that enable this level of personalization, ultimately leading to more meaningful conversations and improved outcomes.

A step-by-step checklist for implementing personalization strategies that make a real impact.

Implementing personalization in eDetailing requires a structured approach. The guide provides a comprehensive checklist that outlines the key steps involved, from defining clear objectives and integrating data sources to developing tailored content and deploying the necessary technology.

This checklist serves as a roadmap for pharmaceutical companies, guiding them through the process of creating and delivering personalized eDetailing experiences that resonate with HCPs and drive measurable results.

The secrets to leveraging storytelling and interactive content to boost HCP engagement.

Storytelling and interactive content are powerful tools for capturing and maintaining HCPs’ attention in the digital age. The guide explores how to combine these elements effectively within eDetailing presentations.

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Pharmaceutical companies have varying needs and resources for eDetailing content creation.
The guide presents three distinct digital content factory (DCF) models: white-glove, hybrid, and self-service. Each model offers a unique approach to content production and management, catering to different budgets, timelines, and levels of in-house expertise.
The guide helps companies assess their specific requirements and select the DCF model that best aligns with their goals and capabilities.

An overview of the top self-service platforms for eDetailing creation.

The guide provides an overview of the leading DCF platforms available in the market for companies opting for a self-service approach. It highlights each platform’s key features and benefits, such as eWizard, Shaman, and IQVIA OCE Digital, enabling companies to make informed decisions based on their specific needs and preferences.
We covered aspects like content creation tools, localization capabilities, analytics, and integration with other systems, empowering companies to choose the platform that best suits their eDetailing workflow.

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Partnering with an agency can be a strategic move for companies seeking external expertise in eDetailing creation. The guide offers a comprehensive framework for selecting the right agency partner.
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We’ve all been there: one day you get sick and a physician prescribes multiple medications to put you back on your feet, each with specific instructions and potential side effects to monitor. On top of that, you’re faced with navigating the maze of insurance approvals, high out-of-pocket costs, and a general lack of understanding about your own treatment options and plan, all while being sick and dazed. Sounds familiar and quite overwhelming, doesn’t it?

This is the reality for many patients, which is why an increasing number of pharmaceutical companies are rolling out Patient Support Programs (PSPs) — comprehensive initiatives designed to empower and guide individuals through their healthcare journeys. These programs go beyond just providing medication, they offer a multifaceted approach to supporting patients from diagnosis to managing their condition long-term.

Let us take a closer look at the Patient Support Programs, their development and implementation process, the different types, challenges they face, and their future within healthcare delivery.

What are Patient Support Programs (PSPs)?

Patient Support Programs (PSPs) are initiatives, that often come in the form of custom mobile apps, offered by pharmaceutical companies to provide education, resources, and services to patients prescribed certain medications or undergoing specific treatments.

Source: Deloitte, Common patient support activities

At their core, patient support programs aim to break down common barriers that hinder successful treatment outcomes. Many PSPs provide financial assistance, copay assistance, or free drug supplies for eligible patients. Patients struggling with adherence will find medication reminders, symptom trackers, and direct nurse support lines. Educational resources and counseling services are available to help patients better understand their condition and regimen to avoid confusion.

But PSPs don’t just benefit patients, they’re a strategic investment for pharmaceutical companies as well. By enhancing medication adherence and persistence, PSPs drive increased product utilization and revenue. They also allow companies to collect invaluable real-world data, build brand loyalty, and demonstrate a genuine commitment to improving lives beyond the bottom line.

How Pharma Companies Can Implement Patient Support Programs

Source: IQVIA

To develop the best-in-class patient support programs, you need to collaborate closely with stakeholders like business strategists, and medical, pharmacovigilance, and sales teams.

• Program development — Pharma companies first identify medications or disease areas that would benefit from enhanced patient support. They assess the needs of those patient populations and design the services or resources to be offered through the PSP. This includes any financial assistance, educational materials, app development, nurse counseling services, other features.
• Contracting vendors — Many pharma companies outsource part or all of the PSP operations to specialty vendors and third-party service providers. These vendors are contracted to handle tasks like operating call centers, distributing copay cards, developing apps and websites, and providing nursing staff.
• Data integration — The patient support services generate valuable data that needs to be integrated back to the pharma companies. This requires building data platforms and processes to aggregate information from vendors on patient demographics, medication utilization, clinical outcomes, and patient-reported data.
• Enrollment channels — Pharmaceutical companies work to create easy enrollment channels so patients can access the PSP. This includes physician outreach so providers can refer patients, as well as direct-to-patient channels like websites and call centers.
• Staff training — On the pharma side, internal staff like sales reps and medical liaisons are trained on the details of the PSP offerings so they can appropriately educate providers and patients.
• Patient outreach — Pharma companies conduct direct-to-patient outreach and marketing to drive awareness and utilization of the PSP services. Tactics like social media, targeted advertising, and advocacy group partnerships are employed.
• Metrics and analysis — PSP performance is measured through ongoing data analysis of metrics like program enrollment, persistency rates, patient satisfaction surveys, and ROI calculations looking at the PSP’s impact on medication adherence.
• Continuous improvement — Based on patient feedback and operational data, pharma companies continually refine and enhance their patient support program offerings over time to optimize their investments in these comprehensive patient support initiatives.

While PSPs require significant cross-functional coordination, pharmaceutical companies see them as valuable pharma marketing tools for improving product performance and patient outcomes.

Types of Patient Support Programs

PSPs differ based on the therapeutic sector and particular medications, however, their main goal is to provide access and help patients overcome barriers to healthcare access and adherence, ultimately improving their health outcomes.

Patient assistance programs

Patient assistance programs are mainly offered in the U.S. to lessen the financial burdens and help patients and their caregivers get the medication. These programs help review the current insurance coverage, assist with prior authorization if needed, provide trial and copay card information, and check if a patient is eligible to enroll in a financial assistance program. 

Patient education programs

Patient education programs aim to improve patients’ and caregivers’ understanding of the disease and the medication or devices that treat it. Patients and caregivers can receive instructional assistance from medical providers over the phone or via digital platforms. In addition, medical writers create patient-friendly visual educational materials. Patient education also entails adherence outreach meaning patients are followed up to share their experiences and struggles in order to be assisted and encouraged to stay adherent.

Provider support

A crucial strategy of patient support programs is equipping healthcare providers with resources to streamline patient access to medications and enhance education. Programs supply providers with sample products, device demos, FAQ materials, visual guides, copay cards, financial assistance info, and more. This allows providers to initiate therapy seamlessly. Additionally, PSPs assist providers by providing billing and coding support to ensure proper reimbursement for medication administration services.

Challenges Associated with PSPs for Pharma

Different types of PSPs offer a wide variety of benefits to life science businesses and healthcare facilities. So why doesn’t every company and clinic just use one? Well, there are certain challenges to implementing patient support programs that we must look at.

• One major challenge is the substantial cost and resource intensiveness involved in developing and operating comprehensive PSPs. Funding components like call centers, copay assistance, technology solutions, and nursing staff support can be extremely costly, especially when trying to scale these programs.
• Integrating data from multiple vendors and platforms delivering PSP services is technically complex. Creating unified views of the patient journey and outcomes requires robust data management capabilities.
• Ensuring regulatory compliance around areas like product promotion, privacy, data sharing, and avoiding improper inducements is also an ever-present obligation. PSPs have to meticulously follow the rules and implement tight compliance processes to steer clear of any violations.
• Quantifying the return on investment is another major hurdle. While PSPs aim to improve medication adherence and overall outcomes, pinpointing their precise impact is difficult given the many variables at play in disease management.
• Even with promotional efforts, driving patient awareness and adoption of PSP offerings can be an uphill battle, particularly among harder-to-reach populations. Personalizing the experience to diverse patient needs, health literacies, and preferences is resource-intensive.
• Coordinating priorities and sharing data among all the stakeholders — pharma companies, providers, payers, and vendors — adds another layer of complexity with so many parties involved. Sustaining long-term engagement is tough too, as patients’ circumstances continually evolve. And in an increasingly crowded PSP market, differentiating your program and delivering a truly superior experience gets more challenging by the day.

Overcoming these hurdles demands strategic long-term planning, investments in robust technology platforms, effective vendor management, and a commitment to continually enhancing offerings based on real-world insights over time. It’s a major undertaking, but one that pharmaceutical companies are prioritizing to support patients and steward their product portfolios effectively.

Future of PSPs in Custom App Development

There’s no denying the growing demand for digital patient services in the pharmaceutical industry these days. 48% of adults are already using or interested in pharma’s digital offerings, and a whopping 68% of physicians are more likely to prescribe a product backed by solid patient support and services. Pharmaceutical companies clearly recognize this trend, with most, if not all, rolling out various digital engagement programs in recent years.

And it’s not just about checking boxes anymore. New technologies are opening up fresh channels and enabling more holistic, comprehensive patient support initiatives. A recent study highlighted a clear shift away from that transactional mindset focused solely on enrollment and training. Instead, there’s a move towards more collaborative, integrated programs laser-focused on truly empowering patients to live well with their conditions. Think tailored interventions, behavior modification, and support extending to caregivers and beyond.

These trends, coupled with digital innovations and better access to patient data, present an exciting opportunity for pharma. They can now craft bespoke healthcare solutions finely tuned to the unique needs of different patient groups in a targeted, value-additive way. And the potential upsides are huge — online disease management services have been shown to improve chronic care outcomes by up to 10%.

Final Thoughts

At the end of the day, patients crave simplicity and customization so they can take ownership of their wellness journey. They want solutions intuitive enough to fully participate in their own care. By tapping into new technologies, pharma can finally deliver on those desires with patient-centric digital offerings that resonate on a personal level.

Patient support programs by themselves do not drive differentiation or boost trust and engagement. Programs have to be well-designed and provide patients with personalization. Fortunately, the technology is there to help pharmaceutical companies achieve these goals. If you want to develop a user-friendly custom healthcare app to boost your patient support program, don’t hesitate to contact Viseven. We have nearly 20 years of experience in pharma solutions development and can make your vision a reality.