October 2023 Update

Promises and Pitfalls

HCP Communications Take Center Stage

As we approach 2024, there are a number of medical debates taking shape. The role of AI in medicine is perhaps the most existential issue we face. But it isn’t the main medical topic of conversation among my family and friends. No, there are other topics at the front of everyone’s mind—it is amazing what you hear at family gatherings. This fall’s animated conversations seem to focus on who may or may not be on Ozempic and whether or not to get the new Covid (or RSV; or flu) shot.

These conversations aren’t just happening at grandma’s house. The effectiveness of obesity drugs has captured the attention of the medical establishment too. I’ve rarely seen this level of hunger among medical professionals for information on the latest treatment advances. As we approach 2024, a number of new alternatives have already improved the clinical management of many diseases. For instance, new treatments for obesity, diabetes, heart failure, and other related conditions, have raised the bar in the management weight loss, A1C levels, and rates of heart failure-related hospitalizations. However, clinicians are looking for guidance on how to maximize the potentially dramatic efficacy of these treatments while minimizing cost, access, and side effect issues. That’s where medical communications can make a real impact.

Another example of where medical communications can serve the greater good as we enter another respiratory virus season is in clinician education on the latest guidelines and data related to newly available vaccine options for a number of infectious diseases. Vaccination of at-risk individuals represents a significant opportunity to reduce illness, hospitalizations, and deaths as well as the burden on emergency departments, the healthcare infrastructure, schools, and the population at large.

When I founded Bowery Consulting north of 15 years ago, my goal was to provide content support for medical communications targeted to healthcare professionals. That goal hasn’t changed. Today, we will continue to do our part to help provide information to healthcare professionals about ongoing research on these and other topics so that they can better communicate with their patients and manage their health appropriately. As always, we look forward to partnering with you to connect with your target audiences.

And try grandma’s chicken soup—everyone can agree that it’s good for you.

—Brett Moskowitz