Insight Drop: Why 80% of Medical Content Goes Unseen
September 12, 2025
Creating valuable medical content is only half the battle. The real challenge? Making sure it actually reaches and impacts HCPs who need it most. In this episode of Transforming Medical Communications, Wesley Portegies is joined by Janna Crabb, Director of Digital Communications Strategy at MedComms Experts, to explore how Medical Affairs teams can design and implement effective digital awareness campaigns that drive measurable HCP engagement and behavior change.
Creating valuable medical content is only half the battle. The real challenge? Making sure it actually reaches and impacts HCPs who need it most. In this episode of Transforming Medical Communications, Wesley Portegies is joined by Janna Crabb, Director of Digital Communications Strategy at MedComms Experts, to explore how Medical Affairs teams can design and implement effective digital awareness campaigns that drive measurable HCP engagement and behavior change.
We’ll talk about how to:
- How to balance content creation with distribution efforts using the 2:1 ratio principle
- Why multi-channel digital campaigns outperform single-channel approaches for reaching diverse HCP audiences
- How to develop metrics-driven campaigns that optimize reach and engagement over time
- The essential components of effective email strategies
- Why community physicians need different outreach strategies than KOLs and conference attendees
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://calendly.com/d/gc7q-khv/consultancy-meeting
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:
- The Human Side of Medical Communications: Building Trust
- From Research to Reach: How Sermo, Kudos, and Figshare Expand Your Audience
- Modernizing Your MedComms Approach
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.