How AI-enhanced creativity and data visualisation are shaping the future of medical communications
With information overload, rapidly and effectively communicating complex medical data to healthcare professionals, researchers, and patients is crucial. Today’s audiences not only benefit from, but also expect truly engaging content. Data visualisation, already a powerful tool for depicting trends, now integrates advanced communication and design techniques to bridge the gap between complex research and the medical community, optimising information processing and enhancing learning. Furthermore, artificial intelligence (AI) is opening new avenues for creating, sharing, and interacting with data visualisation.
At a recent IPG Health Medical Communications panel discussion moderated by Charlotte Moseley, experts Orla Weir, Salvatore Diana, Louise Brown, and Stephen Scott explored how data visualisation is revolutionising the industry, the role of AI in this transformation, and the ethical considerations that come with it.
The principles of data visualisation
Orla Weir shared the core principles of data visualisation: “Data should be credible, understandable, memorable, and simple,” she stated. “We remove the complexity and visualise the data in a beautiful way.”
Effective data visualisation is not just about making data look good; it’s about making data resonate with the audience. Data visualisation creates a visual narrative that quickly conveys complex information, making it more accessible to a wider audience. Visuals should be engaging, aiding rapid processing by the brain and increasing impact. This principle is crucial in medical communications, where informed behaviour can significantly impact health outcomes.
Transforming medical communications: Bridging the gap between research and practice
Data visualisation is rapidly transforming the way medical information is communicated, bridging the gap between complex research data and its practical application in the real world.
As Salvatore Diana emphasised, “the true power of data visualisation lies in its ability to embrace and clarify complexity, rather than shy away from it.” By distilling intricate data into meaningful visual representations, we can uncover valuable insights that might otherwise remain hidden.
Louise Brown expanded on this by highlighting how “effective data visualisation transforms data sets into actionable insights, fostering collaboration and informed decision-making across various audiences.” A compelling example of this transformation is how data visualisation has been used to raise awareness and drive action around public health issues: COVID-19 tracking dashboards are one such case. These dashboards not only presented epidemiological data in a clear and compelling manner, but also influenced public policy and individual behaviour on a global scale.
Furthermore, the shift towards fewer words and more visuals in medical communications has led to the incorporation of audio and interactive elements, as noted by Weir. This evolution has helped to realise the opportunity of personalisation in medical communications. Different audiences have varying levels of understanding and preferences for how information is presented. Data visualisation allows for content to be customised to meet these diverse needs, ensuring that messages are not only received, but also understood and acted upon. In the realm of personalised medicine, tailored health information presented visually can significantly enhance understanding and engagement, ultimately leading to better health outcomes.
In essence, data visualisation is not just a tool for simplifying information; it is a powerful means of transforming medical communications, enabling researchers, practitioners, and the public to navigate the complexities of healthcare with greater clarity and impact.
Balancing aesthetics and accuracy in data visualisation
A key takeaway from the discussion was the importance of striking a balance between aesthetics and accuracy in data visualisation. Stephen Scott highlighted the importance of prioritising the accuracy and integrity of the data, and the message that it is conveying, over visual appeal.
The panel agreed that there is ample opportunity to create memorable and scientifically rigorous data visualisations. Achieving this balance requires a collaborative approach, bringing together medical communication experts, researchers, scientific authors, creative professionals, and end-users. This teamwork ensures that the visuals are not only engaging, but also maintain the highest standards of accuracy and reliability.
The power of data-driven storytelling
The conversation naturally evolved into discussing the role of data-driven storytelling in creating data visualisations for medical communications. Scott and Diana both underscored the effectiveness of storytelling in making data more engaging and memorable: “Stories engage audiences and make information more memorable,” Scott noted, while Diana added that “storytelling taps into how humans process information, making data more accessible and impactful.”
Scott addressed a common misconception, noting that some people associate storytelling with fiction, which can cause hesitation. He clarified that effective communication, including visual communication, often revolves around a strong narrative that takes the audience on a journey, especially when dealing with factual, data-driven content.
In conclusion, the panel emphasised that storytelling can enhance medical communications and, as Brown pointed out, “It’s crucial to balance the engaging aspects of storytelling with the need for sensitivity, accuracy, and care in presenting medical information.”
The role of AI in data visualisation
Weir highlighted that AI is turbo-boosting data visualisation, accelerating creativity and enhancing interactivity by generating alternative formats for more accessible data.
Diana further expanded that, “Data is the engine of AI, so it’s no surprise we are seeing a convergence with data visualisation tools embracing AI and vice versa. These tools can help us go beyond creating not just more engaging visualisations, but ‘living data’ for dynamic, real-time data experiences. We’re still in the initial phases of experimenting, so it’s exciting to imagine what we might be able to create in the future.”
Yet, the integration of AI comes with its own set of challenges. Ensuring accuracy and integrity in AI-generated visuals involves human oversight and critical thinking. “AI can assist, but human expertise is irreplaceable when it comes to interpreting and presenting data accurately,” Scott said.
The ethical and legal implications of using AI in data visualisation were thoroughly discussed, also. “Copyright issues and the ownership of materials used in AI must be respected,” warned Weir. Bias in AI-generated data is another concern that needs to be considered and controlled for, and transparency about AI usage is crucial for maintaining credibility and trust. “Transparency is key,” Weir stated. “Being open about how AI is used in creating data visualisations helps build trust and ensures the integrity of the information presented.”
Getting started with data visualisation
Our panellists shared their top tips for getting started with data visualisation:
Orla Weir, omnichannel communications expert: “Think about the key message you want to communicate. That’s where you start. Forget about the visual at this point in time, start with the message.”
Salvatore Diana, data visualisation expert and creative director: “If you're looking to get started, try publicly available data visualisation tools to create your first simple visual concepts and keep experimenting. Pen and paper are great, too, to sketch initial data concepts.”
Louise Brown, medical communications strategist: “Talk to people about data visualisation and debate ideas and suggestions. The more you talk about it, the more people share examples from all sorts of fields and industries, and the more you get inspiration.”
Stephen Scott, digital designer and UI expert: “Don’t be afraid of the term ‘data storytelling’, because it’s a very, very effective way to communicate and for your audience to retain and, most importantly, recall complex statistical information.”
Conclusion
Data visualisation is revolutionising medical communications, making complex data more accessible and engaging. By adhering to core principles, balancing aesthetics with accuracy, and leveraging AI responsibly, medical communicators can harness the power of data visualisation to drive awareness, action, and informed decision-making. As you begin your data visualisation journey, remember to focus on your key message, engage with the community, and continuously explore new tools and techniques.
Data visualisation is not just a tool; it’s a powerful means of storytelling that can transform the way we understand and communicate medical information. Start your journey today and see the impact you can make with data visualisation.
Note: AI was used in generating this article from a transcript of the panel discussion. David Finch, VP, medical strategy director at CMC Connect, an IPG Health company, used this output to create this article.
About the panellists
Órla Weir is EVP, head of omnichannel at CMC Connect, an IPG Health company. Weir has over 20 years of experience working in scientific equipment, education, and the pharmaceutical industries. Her role is to help pharmaceutical and biotech companies leverage digital, omnichannel, and AI innovative approaches for strategic and tactical engagement and communications.
Salvatore Diana, EVP, executive director, leads the data visualisation specialty team for the IPG Health network – a collective of biostatisticians, data visualisation specialists, and data-centric designers with expertise in data mining, information design, and visual storytelling. From blue chip to start-up, Diana has worked with clients around the world to launch new products and craft communications for some the most innovative, influential, and iconic brands in the healthcare industry. The transformative power of data has always been captivating and continues to inspire the work he and his teams have created for breakthrough therapies with practice-defining and life-changing impact.
Louise Brown, VP medical director at CMC Connect, an IPG Health company, has over 10 years of experience in the medical communications industry. Brown loves exploring opportunities to present scientific data in new ways, in particular, creating communications that can resonate with people of all backgrounds. She is a member of the 2023/2024 ISMPP Digital/Visual Communications Committee and a published thought leader on data visualisation in medical communications.
Charlotte Moseley, EVP, client engagement, IPG Health Medical Communications, has over three decades of experience across diverse therapeutic categories, shaping award-winning medical communications programmes globally. Moseley’s passion lies in driving transformative change, crafting innovative strategies, and fostering enduring partnerships. As a seasoned professional in medical communications, she has served in roles across medical affairs and commercial, coupled with over 15 years at IPG Health, partnering across many pharma and biotech organisations. With a strong scientific background, her focus is on integrating knowledge and driving innovation into robust client partnerships, ensuring brands shine with distinction.
Stephen Scott, digital director at IPG Health Medical Communications, leads an award-winning creative digital team specialising in delivering exceptional digital solutions for the global scientific healthcare community. With over two decades of experience in crafting memorable digital experiences, including 18 years within the pharmaceutical and medical communications sector, Scott is an expert in visual communication, and is passionate about harnessing the potential of data visualisation with emerging technologies to enhance the reach and understanding of cutting-edge scientific research.
About IPG Health Medical Communications
IPG Health is a global collective of the world’s most celebrated and awarded healthcare marketing agencies. We are 6,500+ people across six continents driven by a healthy obsession with creating novel marketing solutions, and harnessing creativity, technology, science and data to inspire behaviors that fuel better health. IPG Health Medical Communications is home to the network’s eight Medical Communications agencies. Within our agencies, we provide services including publications, medical affairs, medical education and regulatory writing. We are proud to have received global recognition for our work, with accolades from Communiqué Awards, Manny Awards, PMEA, PharmaTimes Awards and The Princess Royal Training Awards for our early-career training program. IPG Health is part of the Interpublic Group of Companies (NYSE:IPG). Visit ipghealth.com to learn more.
