Transforming Medical Communications

Building a Medical Affairs Powerhouse Without a Big Pharma Budget

Medical Affairs teams face increasing pressure to deliver greater impact with limited resources. As HCPs increasingly consume information through digital channels and abbreviated formats, traditional Medical Communications approaches often fall short. But what if the solution isn’t doing more, but doing less, more strategically? In this episode of Transforming Medical Communications, Wesley Portegies is joined by Georgea Pasedis, former Senior Vice President and Global Head of Medical Affairs at Dompé, to explore building effective Medical Communications functions with limited resources.We’ll talk about:How to develop streamlined Medical Communications strategies that prioritize physician needs over traditional approachesWhy segmenting HCP audiences into distinct groups based on their information consumption preferences leads to better engagementHow to leverage field insights and basic data to create effective strategies without large budgetsWhy limiting tactical deployment to three to four key initiatives yields better results than trying to do everything at onceHow to build stronger cross-functional partnerships between Medical Affairs and commercial teams for greater organizational impact Cut Through the Noise. Elevate Your Strategy.Guiding Medical Affairs strategy across Medical Communications, Field Medical, or Medical Affairs Training? Wesley Portegies, host of Transforming Medical Communications, is opening up a few exclusive 30-minute consultancy sessions.This is a candid, insight-rich opportunity to step back from the day-to-day, pressure-test your approach, and explore fresh solutions to complex MedComms challenges—from scientific engagement to operational alignment.If you’re shaping the future of Medical Affairs at your organization, this conversation is for you. Reserve your session → Schedule now https://mce.global/consultancyPrevious guests include: Sissy Easo-Joseph at GSK, Barbara Bish at Janssen, Drew Provan at Queen Mary University, Rebecca McCracken at Agios PharmaceuticalsCheck out our three most downloaded episodes:The Human Side of Medical Communications: Building TrustFrom Research to Reach: How Sermo, Kudos, and Figshare Expand Your AudienceModernizing Your MedComms ApproachTransforming Medical Communications is handcrafted by our friends over at: fame.so Disclaimer: The opinions and views expressed by the guest are their own and do not represent any past or current employers.

How to Humanize Clinical Data: The "Listen First" Strategy

How do you turn complex clinical data into actionable insight for HCPs? In this episode of Transforming Medical Communications, Wesley Portegies is joined by Daniela van Eickels, Senior Vice President and Head of Medical Affairs at Kyowa Kirin, to share why great data isn’t enough, how pharma can better listen before it talks, and what it takes to truly humanize Medical Communication.We’ll talk about:Why listening precedes talking in Medical CommunicationsHow to contextualize data without diluting itHow Medical Communication should differ between generalists vs. specialistsCut Through the Noise. Elevate Your Strategy.Guiding Medical Affairs strategy across Medical Communications, Field Medical, or Medical Affairs Training? Wesley Portegies, host of Transforming Medical Communications, is opening up a few exclusive 30-minute consultancy sessions.This is a candid, insight-rich opportunity to step back from the day-to-day, pressure-test your approach, and explore fresh solutions to complex MedComms challenges—from scientific engagement to operational alignment.If you’re shaping the future of Medical Affairs at your organization, this conversation is for you. Reserve your session → Schedule now https://mce.global/consultancyPrevious guests include: Sissy Easo-Joseph at GSK, Barbara Bish at Janssen, Drew Provan at Queen Mary University, Rebecca McCracken at Agios PharmaceuticalsCheck out our three most downloaded episodes:The Human Side of Medical Communications: Building TrustFrom Research to Reach: How Sermo, Kudos, and Figshare Expand Your AudienceModernizing Your MedComms ApproachTransforming Medical Communications is handcrafted by our friends over at: fame.so Disclaimer: The opinions and views expressed by the guest are their own and do not represent any past or current employers.

Best of 2025: The MedComms Strategies That Moved the Needle

In this Best of the Year episode of Transforming Medical Communications, Wesley Portegies brings insights from some of the leading voices in Medical Communications to unpack the most pressing shifts shaping how HCPs consume scientific information today, featuring Simon Priou of bioMérieux, Kimberly Eskridge-Rose of Travere Therapeutics, Janet Davies of UCB, Erin Reineke of Sanofi, Matthew Krzywosz of Astellas Pharma, and Nishal Patel of Pfizer.We’ll talk about:How to identify gaps between intended and actual content usage through rigorous metrics analysisWhy less is more in Medical Communications requires targeted audience segmentationThe case for proactive social media engagement in Medical Affairs to combat misinformationHow to define Scientific Communications Platforms (SCPs) accurately as foundational strategic documentsWhy Field Medical insights must directly inform content development and how to design omnichannel strategies as dynamic, iterative cyclesHow insights-driven content iteration closes the gap between messaging intent and HCP internalization Cut Through the Noise. Elevate Your Strategy.Guiding Medical Affairs strategy across Medical Communications, Field Medical, or Medical Affairs Training? Wesley Portegies, host of Transforming Medical Communications, is opening up a few exclusive 30-minute consultancy sessions.This is a candid, insight-rich opportunity to step back from the day-to-day, pressure-test your approach, and explore fresh solutions to complex MedComms challenges—from scientific engagement to operational alignment.If you’re shaping the future of Medical Affairs at your organization, this conversation is for you. Reserve your session → Schedule now https://mce.global/consultancyPrevious guests include: Sissy Easo-Joseph at GSK, Barbara Bish at Janssen, Drew Provan at Queen Mary University, Rebecca McCracken at Agios PharmaceuticalsCheck out our three most downloaded episodes:The Human Side of Medical Communications: Building TrustFrom Research to Reach: How Sermo, Kudos, and Figshare Expand Your AudienceModernizing Your MedComms ApproachTransforming Medical Communications is handcrafted by our friends over at: fame.so Disclaimer: The opinions and views expressed by the guest are their own and do not represent any past or current employers.

Mind the Gap: How to go viral in the HCP Community with Raj Patel

Episode SummaryIn Medical Communications, we’ve long operated under the assumption that scientific data naturally trickles down from academic thought leaders to the wider HCP community. However, this traditional model is failing to meet the needs of modern healthcare practitioners. In this episode of Transforming Medical Communications, Wesley Portegies is joined by Director of Worldwide Medical Oncology in Medical Communications at Bristol Myers Squibb, Raj Patel, to discuss innovative strategies for reaching community oncologists with scientific data through non-traditional channels and digital platforms.We’ll talk about:How to leverage non-peer-reviewed platforms to exponentially increase scientific content reachWhy community HCPs consume scientific content differently from academic physiciansA framework to leverage medical news websites while maintaining complianceHow to optimize the journal selection strategy to increase content accessibility for community physiciansThe three-step approach to identify and engage with platforms where community HCPs already consume contentGuest at a GlanceRaj Patel serves as Director of Worldwide Medical Oncology in Medical Communications at Bristol Myers Squibb (BMS), bringing over a decade of experience in scientific communications and publication strategies. As an expert in data dissemination and Medical Communications, he has pioneered innovative approaches to bridging the communication gap between pharma and community healthcare professionals.Connect with Raj Patel on LinkedInHost at a GlanceWesley Portegies is the Chief Strategy Officer and Founder of MedComms Experts, an agency specializing in effective Medical Communications strategies for pharmaceutical companies. An experienced entrepreneur, Wesley started his first company at 19 and has built multiple successful companies. With over 20 years in the Medical Industry, both on the agency and industry side, he is driven by a passion for Medical Communications. Connect with Wesley Portegies on LinkedInMedComms Experts WebsiteHot Takes and Key Highlights[03:43] Meeting Community HCPs Where They AreTo effectively reach time-poor community physicians, stop reinventing the wheel. Go where they already are. Whether it’s traditional routes like clinical guidelines and Independent Medical Education (IME), or digital spaces like Medscape, LinkedIn, or even Facebook, success comes from meeting them where they are and embedding valuable content into the channels they already trust and use.“We have to really see where they're going and try to get our content or our information onto those sites.”[08:31] Influencers and Editorial Committees in Scientific PRTo expand your scientific data’s reach, treat dissemination like PR. Raj highlights that it’s not just about where you publish, but who you involve and what platforms you target. By collaborating with well-connected authors, you increase the odds of being picked up by high-visibility channels like Urology Today. Rather than simply relying on big budgets or pharma-owned platforms, look for niche media already trusted by the community. Leverage their built-in audiences to organically amplify your message. Think strategically about where to publish different types of data and match the content to what those platforms are already spotlighting.“Rather than you trying to build something yourself, it's much easier to leverage that. It's going to drive a lot more views and interest than you trying to get people to come to a pharmaceutical company site.”[22:37] 3-Step Plan to Reach Community HCPsIf you’re looking to break away from traditional publication channels in Medical Communications, Raj offers a clear, actionable roadmap: start by deeply understanding your audience and researching where and how they consume information. Then, explore potential partnerships with the platforms they already trust, either directly or by positioning your content for discovery. Finally, align early with your commercial team on the core messaging and target audience to ensure consistency across all touchpoints, even when working independently.“The first step is to very clearly identify your audience. And then, based on that, do a lot of research into where and how they're looking for information.”[25:20] Using AI in Field Medical to Map Content HabitsTo effectively reach HCPs in the community, don’t overthink it; just ask. Raj suggests starting with your Field Medical teams: have them directly ask HCPs where they consume content and where they’d go to find answers. From there, use AI tools to track how and where scientific content is being cited across media channels, and tap into your commercial team’s market research to uncover high-traffic platforms. Add in some good old-fashioned investigation: search online, look at metrics from IME programs, and talk to thought leaders.“AI is a very useful place. You can basically ask it, Can you tell me where you see citations of this appearing on other non-peer-reviewed sites?”Cut Through the Noise. Elevate Your Strategy.Guiding Medical Affairs strategy across Medical Communications, Field Medical, or Medical Affairs Training? Wesley Portegies, host of Transforming Medical Communications, is opening up a few exclusive 30-minute consultancy sessions.This is a candid, insight-rich opportunity to step back from the day-to-day, pressure-test your approach, and explore fresh solutions to complex MedComms challenges—from scientific engagement to operational alignment.If you’re shaping the future of Medical Affairs at your organization, this conversation is for you. Reserve your session → Schedule now https://mce.global/consultancyPrevious guests include: Sissy Easo-Joseph at GSK, Barbara Bish at Janssen, Drew Provan at Queen Mary University, Rebecca McCracken at Agios PharmaceuticalsCheck out our three most downloaded episodes:The Human Side of Medical Communications: Building TrustFrom Research to Reach: How Sermo, Kudos, and Figshare Expand Your AudienceModernizing Your MedComms ApproachTransforming Medical Communications is handcrafted by our friends over at: fame.so Disclaimer: The opinions and views expressed by the guest are their own and do not represent any past or current employers.

Insight Drop: Why Google Is Ignoring Your Medical Content and How to Fix It

You’ve invested heavily in clinical resources and HCP engagement initiatives. Your content is scientifically rigorous, expertly reviewed, and strategically valuable. Yet when HCPs search for answers, your platform doesn't appear on the first page, or maybe not at all.In this episode of Transforming Medical Communications, Wesley Portegies is joined by Janna Crabb, Director of Digital Communications Strategy at MedComms Experts, to unpack the real strategy behind SEO in Medical Affairs and actionable insights for turning your HCP engagement platform into a search engine favorite.We’ll talk about:How to conduct keyword research that aligns your content language with actual HCP search behaviorThe three pillars of SEO strategyWhy Google prioritizes content authorityHow to structure your HCP engagement platform so search engine crawlers can easily navigate and index your contentThe role of content syndicationCut Through the Noise. Elevate Your Strategy.Guiding Medical Affairs strategy across Medical Communications, Field Medical, or Medical Affairs Training? Wesley Portegies, host of Transforming Medical Communications, is opening up a few exclusive 30-minute consultancy sessions.This is a candid, insight-rich opportunity to step back from the day-to-day, pressure-test your approach, and explore fresh solutions to complex MedComms challenges—from scientific engagement to operational alignment.If you’re shaping the future of Medical Affairs at your organization, this conversation is for you. Reserve your session → Schedule now https://mce.global/consultancyPrevious guests include: Sissy Easo-Joseph at GSK, Barbara Bish at Janssen, Drew Provan at Queen Mary University, Rebecca McCracken at Agios PharmaceuticalsCheck out our three most downloaded episodes:The Human Side of Medical Communications: Building TrustFrom Research to Reach: How Sermo, Kudos, and Figshare Expand Your AudienceModernizing Your MedComms ApproachTransforming Medical Communications is handcrafted by our friends over at: fame.so Disclaimer: The opinions and views expressed by the guest are their own and do not represent any past or current employers.