Why Understanding Your Audience Changes Everything for MedComms
May 12, 2026
The most critical, yet often overlooked, first step in Medical Communications? Truly understanding your audience. In this episode of Transforming Medical Communications, Wesley Portegies is joined by Guy Atchison, Director of Medical Communications Strategy at MedComms Experts, to dive into the process of audience diagnosis. They discuss a structured workshop-driven approach that draws on the frontline knowledge of MSLs, MedInfo teams, and field managers to build detailed audience personas before any content is created.
The most critical, yet often overlooked, first step in Medical Communications? Truly understanding your audience. In this episode of Transforming Medical Communications, Wesley Portegies is joined by Guy Atchison, Director of Medical Communications Strategy at MedComms Experts, to dive into the process of audience diagnosis. They discuss a structured workshop-driven approach that draws on the frontline knowledge of MSLs, MedInfo teams, and field managers to build detailed audience personas before any content is created.
Guy Atchison is the Director of Medical Communication Strategy at MedComms Experts, recognized for his work championing innovative content formats and stakeholder alignment. His track record includes successfully navigating complex compliance reviews for facilitated storytelling decks, interactive platforms, and novel digital approaches.
They’ll talk about:
- Why physicians feel pharma communications miss the mark on relevance
- How to assemble the right people and data streams to diagnose audience needs
- The ideal number of personas to aim for
- How audience diagnosis connects to scientific communications platforms
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.
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/consultancy
Previous guests include: Sissy Easo-Joseph at GSK, Barbara Bish at Janssen, Drew Provan at Queen Mary University, Rebecca McCracken at Agios Pharmaceuticals
Check out our three most downloaded episodes:
- From Event to Strategy: Making Congresses More Impactful
- Building a Medical Affairs Powerhouse Without a Big Pharma Budget
- The SCP Playbook: Turning Strategy into Real-World Impact
Transforming 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.