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Mind the Gap: How to go viral in the HCP Community with Raj Patel
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Episode Summary
In Medical Communications, we’ve long operated under the assumption that scientific data naturally trickles down from academic thought leaders to the wider HCP community. However, this traditional model is failing to meet the needs of modern healthcare practitioners. In this episode of Transforming Medical Communications, Wesley Portegies is joined by Director of Worldwide Medical Oncology in Medical Communications at Bristol Myers Squibb, Raj Patel, to discuss innovative strategies for reaching community oncologists with scientific data through non-traditional channels and digital platforms.
We’ll talk about:
- How to leverage non-peer-reviewed platforms to exponentially increase scientific content reach
- Why community HCPs consume scientific content differently from academic physicians
- A framework to leverage medical news websites while maintaining compliance
- How to optimize the journal selection strategy to increase content accessibility for community physicians
- The three-step approach to identify and engage with platforms where community HCPs already consume content
Guest at a Glance
Raj Patel serves as Director of Worldwide Medical Oncology in Medical Communications at Bristol Myers Squibb (BMS), bringing over a decade of experience in scientific communications and publication strategies. As an expert in data dissemination and Medical Communications, he has pioneered innovative approaches to bridging the communication gap between pharma and community healthcare professionals.
- Connect with Raj Patel on LinkedIn
Host at a Glance
Wesley Portegies is the Chief Strategy Officer and Founder of MedComms Experts, an agency specializing in effective Medical Communications strategies for pharmaceutical companies. An experienced entrepreneur, Wesley started his first company at 19 and has built multiple successful companies. With over 20 years in the Medical Industry, both on the agency and industry side, he is driven by a passion for Medical Communications.
Hot Takes and Key Highlights
- [03:43] Meeting Community HCPs Where They Are
To effectively reach time-poor community physicians, stop reinventing the wheel. Go where they already are. Whether it’s traditional routes like clinical guidelines and Independent Medical Education (IME), or digital spaces like Medscape, LinkedIn, or even Facebook, success comes from meeting them where they are and embedding valuable content into the channels they already trust and use.
“We have to really see where they're going and try to get our content or our information onto those sites.”
- [08:31] Influencers and Editorial Committees in Scientific PR
To expand your scientific data’s reach, treat dissemination like PR. Raj highlights that it’s not just about where you publish, but who you involve and what platforms you target. By collaborating with well-connected authors, you increase the odds of being picked up by high-visibility channels like Urology Today. Rather than simply relying on big budgets or pharma-owned platforms, look for niche media already trusted by the community. Leverage their built-in audiences to organically amplify your message. Think strategically about where to publish different types of data and match the content to what those platforms are already spotlighting.
“Rather than you trying to build something yourself, it's much easier to leverage that. It's going to drive a lot more views and interest than you trying to get people to come to a pharmaceutical company site.”
- [22:37] 3-Step Plan to Reach Community HCPs
If you’re looking to break away from traditional publication channels in Medical Communications, Raj offers a clear, actionable roadmap: start by deeply understanding your audience and researching where and how they consume information. Then, explore potential partnerships with the platforms they already trust, either directly or by positioning your content for discovery. Finally, align early with your commercial team on the core messaging and target audience to ensure consistency across all touchpoints, even when working independently.
“The first step is to very clearly identify your audience. And then, based on that, do a lot of research into where and how they're looking for information.”
- [25:20] Using AI in Field Medical to Map Content Habits
To effectively reach HCPs in the community, don’t overthink it; just ask. Raj suggests starting with your Field Medical teams: have them directly ask HCPs where they consume content and where they’d go to find answers. From there, use AI tools to track how and where scientific content is being cited across media channels, and tap into your commercial team’s market research to uncover high-traffic platforms. Add in some good old-fashioned investigation: search online, look at metrics from IME programs, and talk to thought leaders.
“AI is a very useful place. You can basically ask it, Can you tell me where you see citations of this appearing on other non-peer-reviewed sites?”
Cut Through the Noise. Elevate Your Strategy.
Guiding Medical Affairs strategy across Medical Communications, Field Medical, or Medical Affairs Training? Wesley Portegies, host of Transforming Medical Communications, is opening up a few exclusive 30-minute consultancy sessions.
Guiding Medical Affairs strategy across Medical Communications, Field Medical, or Medical Affairs Training? Wesley Portegies, host of Transforming Medical Communications, is opening up a few exclusive 30-minute consultancy sessions.
This is a candid, insight-rich opportunity to step back from the day-to-day, pressure-test your approach, and explore fresh solutions to complex MedComms challenges—from scientific engagement to operational alignment.
If you’re shaping the future of Medical Affairs at your organization, this conversation is for you.
Reserve your session → Schedule now https://mce.global/consultancy
Previous guests include: Sissy Easo-Joseph at GSK, Barbara Bish at Janssen, Drew Provan at Queen Mary University, Rebecca McCracken at Agios Pharmaceuticals
Check out our three most downloaded episodes:
- The Human Side of Medical Communications: Building Trust
- From Research to Reach: How Sermo, Kudos, and Figshare Expand Your Audience
- Modernizing Your MedComms Approach
Transforming Medical Communications is handcrafted by our friends over at: fame.so
Disclaimer: The opinions and views expressed by the guest are their own and do not represent any past or current employers.
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