doing more
with less

Strategies for medical communications to drive efficiency in today’s economic climate.

Biopharmaceutical companies depend on effective medical communication to build trust, generate insights, and deliver value, but an evolving and uncertain landscape means generating the same (or better) outcomes with fewer people and less out of pocket spend. As a result, decision-makers are embracing creative strategies to drive efficiency and produce meaningful content.

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shrinking resources

Pharma is struggling with fewer resources. In 2024, the industry reported:

 

decrease in paid
digital advertising1

 

decrease in health care
marketing budgets1

 

cited a need to “do
more with less”1

rising expectations

Medical communications have moved into a strategic role that is more important than ever. Health care professionals and patients want direct access to information from a variety of channels, and this requires agency teams to think, and work, differently.3

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86
%

of health care marketing agencies expect intensified focus on ROI this year.2

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6

the number of different pieces of information that prescribing physicians want to see before prescribing a medication.3

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73
%

of prescribing physicians are more likely to engage with personal communications. A tailored approach to medical communication can boost engagement.4

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60
%

of pharma decisionmakers are looking for innovative approaches to sales and marketing.5

three top trends in medical communications

Medical communications teams are embracing three trends to overcome the
challenges of shrinking resources and rising expectations.3,5

trends in medical communication

1. Connected solutions: webinars, virtual advisory boards, interactive training documents, e-journals and video abstracts.

 

2. Customized medical content: open-access models, targeted content via social networks and multi-channel approaches that empower patients.

3. Using analytics and AI to optimize HCP targeting.

work smarter

Medical communications teams are embracing three trends to overcome the
challenges of shrinking resources and rising expectations.3

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Field force
performance

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Brand
positioning

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Patient journey mapping

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Customer
segmentation

When 88% of medical leaders admit that a lack of internal capabilities hinder the adoption of digital technologies, working with an external team with deep expertise in medical communications can eliminate silos, reduce waste, maximize efficiency, and drive impact.5

Partnership doesn’t just accelerate timelines on the commercial side. Medical
affairs can benefit from working with agencies to speed up the publishing process:

 

AI can help

Keeping up with the pace of innovation and managing the impact of artificial intelligence (AI) are two of the top challenges that pharma marketers face. AI can be a powerful tool in medical communications, delivering value in several ways.8

AI can help in medical communications
  1. Amplifying creativity
  2. Collecting feedback from health care providers
  3. Summarizing and highlighting key messages
  4. Striking a balance between innovation and regulation
  5. Empowering faster, smarter decisions
  6. Enabling collaboration

ready to do more with less?

Connect with Woven to discover how our integrated, technology-powered
solutions can help you achieve your goals efficiently, creatively, and at
scale. Let’s turn your next challenge into your greatest success.

References

  1. Medical Marketing and Media. MM+M Magazine.
    https://www.mmm-online.com/mmm-magazine/. March-April 2025.
  2. Medical Marketing and Media. “Agency 100 2025 overview: Healthcare marketing firms see revenue growth slow.”
    https://www.mmm-online.com/agency-100/the-agency-100-2025-overview/. June 10, 2025.
  3. Kearney. “The evolution of medical communication: digitalization, customization, and cost optimization.”
    https://www.kearney.com/industry/health/article/-/insights/the-evolution-of-medical-c ommunication-digitalization-customization-and-cost-optimizationommunication-digitalization-customization-and-cost-optimization. September 7, 2021.
  4. Medical Affairs Professional Society. “Modular Content in Medical Affairs: The Foundation of Omnichannel Engagement.”
    https://medicalaffairs.org/wp-content/uploads/2024/01/Modular-Content-WP-FINAL-edit.pdf.
  5. Digital Health Coalition. “Predicting 2025 Trends.”
    https://digitalhealthcoalition.org/predicting-2025-trends/.
  6. Fierce Pharma. “Shrinking budgets and rising targets pile pressure on pharma marketers: survey.”
    https://www.fiercepharma.com/marketing/shrinking-budgets-and-rising-targets-pile-pressure-pharma-marketers-survey. June 17, 2025.
  7. American Medical Writers Association. “Creating Sound Clinical Consensus Statements.”
    https://blog.amwa.org/creating-sound-clinical-consensus-statements. May 20, 2024.
  8. Woven Health Collective. “AI’s current impact on medical affairs.”
    https://insights.wovenhc.com/ai-impact-on-medical-affair
    .