The critical role of communications for medical societies
Within the ever-evolving landscape of healthcare, medical societies remain instrumental in driving progress through the generation and dissemination of knowledge. In such a fast-paced environment, often characterised by conflicting opinions and the potential for misinformation, how can medical societies cut through the noise to effectively convey their messages?
Within the ever-evolving landscape of healthcare, medical societies remain instrumental in driving progress through the generation and dissemination of knowledge. In such a fast-paced environment, often characterised by conflicting opinions and the potential for misinformation, how can medical societies cut through the noise to effectively convey their messages?
Drawing on our team’s 10+ years of collaboration with medical societies, let’s explore the importance of a strong communications strategy in amplifying their voice:
1. Establishing credibility
Strategic communications play a pivotal role in positioning medical societies as trustworthy and authoritative sources in their respective fields. Through a well-crafted strategy encompassing diverse communications channels, ongoing media engagement and the strategic utilisation of significant milestones - such as annual congresses – societies not only contribute to but shape the conversations in the field. This sustained engagement goes beyond elevating their visibility alone; it cements their reputation as a go-to source for credible information.
2. Empowering education
With this solid foundation of credibility, medical societies stand as key figures in delivering reliable, data-driven information on critical health issues. We’ve developed numerous awareness communications initiatives in collaboration with medical societies over the past decade, from encouraging uptake of colorectal cancer screening to reducing inequalities in organ transplantation across Europe. Through targeted messaging, materials and channels, these campaigns have been transformative in initiating positive behaviour change amongst the general public.
3. Exerting influence
For medical societies, the inclusion of their disease area on the political agenda - whether at a national, European or global level - is critical. This inclusion can equate to significant advancements for their field in the form of increased funding for research, healthcare infrastructure and initiatives aimed at addressing specific health challenges. At the forefront of expertise, medical societies offer invaluable insights to advocate for effective policies. Whether it be through impactful white papers, compelling social media campaigns or direct engagement with policymakers, we support societies in translating their knowledge into actionable items on the political agenda.
4. Engaging members
Last but certainly not least lies the importance of year-round communications that engage existing members, whilst also welcoming new minds into the society. Recognising the constantly changing nature of the medical field, societies must work to effectively convey their value proposition, showcasing how their offerings keep pace with innovation. Story-driven communications campaigns, segmented for different audiences within the society, can be an impactful tool for both membership acquisition and engagement. This approach offers a vivid picture of the tangible benefits of membership, tailored to resonate with the unique needs of each member.