Heather Abourjaily, BS, PharmD, Head of Global Scientific Communications – Pipeline, Vertex Pharmaceuticals
David Hogben, Director, Region USA & Global Multichannel, Complete HealthVizion, a McCann Health company
Denise Bonen, PhD, ISMPP CMPP, Senior Scientific Director, Complete HealthVizion, a McCann Health company

The shift in health care towards precision medicine, patient-centricity, and improving health is disrupting the way we think about medical publications and scientific communications. This session focuses on the critical need to individualize communications to connect with our audiences on a human level, based not only on highly personalized clinical scenarios, but tailored to each individual’s content and channel preferences, to motivate positive changes in clinical decision-making, behaviors, and practices. We will also explore how we can form new types of partnerships and use current and emerging innovations to connect with and inspire our audiences.

Learning objectives:

• Appreciate what precision medicine means for disease classification, with the possibility that every disease will become a rare disease with unique communication requirements
• Understand the principles of evidence-driven scientific storytelling, based on deep audience understanding and appreciation of adult learning principles to connect with our audience on an individual level
• Recognize how partnerships with a broad range of stakeholders can support individualized communications
• Appreciate how current and emerging communication innovations are changing the way we think about scientific communications on an individual level