Five Qualities of a Specialized Medical Communications Partner

An expertly managed contact center can greatly reduce a drug developer’s internal oversight and increase patient satisfaction. Here’s how.

The medical communications landscape has evolved, along with the world at large, as access to and reliance on technology has transformed society. We live in an on-demand world, and health information is no different. Today’s patients are more empowered than ever before, taking their health care into their own hands — and as a result, expectations are higher when it comes to patient-provider collaboration and access to medical information.

As the health care climate changes, medical communications services must keep pace, empowering patients with knowledge at every step along their journey. These teams serve as front-line representatives to patients, family members and health care providers, so they must be armed with the expertise and training needed for the variety of inquiries they will undoubtedly receive.

Partnering with a global medical communications provider reduces a company’s internal oversight, freeing up valuable time and resources to focus on their primary responsibilities. Beyond direct-to-patient communication and triage via a comprehensive contact center, a true partner closes the communication loop by providing feedback and insights that help sponsors improve service and build patient loyalty.

Five Qualities of a Specialized Medical Communications Partner

Done well, medical communications should build bridges, start conversations and create deeper connections, bringing equal measures of credibility and compassion. Using a customer-first approach, your partner should serve as an extension of your company and exemplify the following five qualities.

1. Unmatched industry expertise and insights

Extensive knowledge of your products, safety and processes are fundamental elements of a successful medical communications partner. Leaning on years of experience and lessons learned, medical communications teams are skilled at cutting through the medical clutter and jargon that often frustrate and discourage patients and their caregivers.

Backing from a strong team of medical information experts equips your company to share information that resonates, addresses concerns and earns trust. The result: an end-to-end medical information program that offers tailored, accurate responses and creates connections at every stage of your product life cycle.

2. People-centric approach

Technology is a central element of any medical communications program, but it shouldn’t replace humanity. It can be overwhelming and anxiety-inducing when patients need to seek medical information and medication guidance. This is not a time to replace empathy and personalized care with technology that cuts out the element of human connection.

A strong medical communications partner prioritizes patient centricity and customer service skills across a variety of communication modalities. Simple telephone skills — such as greeting the caller, using a caring tone of voice, closing and managing the call, and being accountable for the interaction — make all the difference when the stakes are high.

3. Fit-for-purpose technology designed to enhance customer engagement

Fit-for-purpose technology makes for meaningful connections. Your partner should go beyond traditional medical communications and clinical support needs to connect you with the right digital solutions that have the greatest benefit to your product, your business and your customers.​

A multichannel contact center serves as the human connection between the technology at hand and the person behind the patient. This philosophy should fuel your medical communications team from setup and staffing to implementing innovative technologies and best practices that enhance the patient experience.

4. Anticipates needs and proactively creates bespoke solutions

A specialized medical communications partner is proactive, anticipating challenges and bringing forward strategic and innovative solutions to keep your customer connections moving in the right direction. A medical communications representative at a call center could be a patient’s first impression of your company, so it’s essential to partner with a team that listens to your needs, understands your challenges and connects with your goals.

Because your products are unique, your partner in medical communications should offer customized approaches designed to reduce site burden and help patients navigate their concerns with ease.​

5. Highly trained team that treats your customers as their own

Contact center professionals and medical communication experts build bridges between your patients, their health care providers and your product. As an extension of your own team, a strong medical communications partner prioritizes selective hiring and ongoing professional development to ensure you are equipped with staff who are passionate and knowledgeable about patient care, and who deliver your messages with accuracy and empathy.

Look for a partner that is known for excellence in customer service and treating customers with positivity, appreciation and respect. To create a seamless patient experience, your medical communications team should align with your company’s culture and values, connecting patients, their families and health care providers with the answers and support they need to move forward with peace of mind.

Delivering Excellence in Medical Communications on a Global Scale

PPD Medical Communications has delivered personal, compassionate care with unmatched empathy for more than 30 years. Supporting over 200 drug companies and 150 product launches, our global teams serve 95 countries, handling more than 1 million inquiries annually across 20 languages.

Our more than 1,300 representatives receive product-specific training relevant to their country of support. Through role-play and continuing education on customer experience, compliance and product knowledge, we’re able to provide each caller with the information, reassurance and compassion needed when facing medical uncertainty.

Our teams are committed to offering the highest level of support so you can provide your customers with the highest level of care.