Pharma and biotech communicators face the dual challenge of navigating a rapidly evolving media landscape while making increasingly complex science understandable to diverse stakeholders, said Michelle Gross, president of Spectrum Science Communications. In a conversation with Fierce Pharma publisher Rebecca Willumson, Gross stressed the importance of balancing technical accuracy with human storytelling to ensure patients and physicians grasp the real-world impact of new therapies.
Gross also highlighted how artificial intelligence is reshaping the way health information is accessed, with credible third-party media now carrying renewed weight in search results. She pointed to Spectrum’s independent model as an advantage in delivering integrated solutions for clients, uniting expertise across disciplines. To succeed in the years ahead, she said, companies must think holistically about their communication ecosystems, stay agile amid rapid change and measure success by meaningful shifts in perception and behavior. Watch the full interview to hear her strategies for ensuring science and storytelling align.
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