Evolving with purpose: what ISMPP EU revealed about excellence in an era of efficiency

In January 2026, MedComms professionals from across Europe gathered in London for ISMPP EU. With pharma, agencies, publishers, freelancers, and patient advocates all in the room, the meeting created space for a shared reflection: are we truly evolving medical communications, or just moving faster in the same direction?

Efficiency is no longer a differentiator. It’s an expectation. What stood out was not a focus on speed alone, but on how MedComms can evolve without diluting scientific integrity, while still ensuring evidence reaches every stakeholder and, ultimately, EVERY PATIENT POSSIBLE. Here are five themes that resonated most strongly.

1. Efficiency without purpose is just speed

There’s no doubt that faster timelines, new technologies, and rising output expectations are changing how MedComms works. But without a shift in how we think about our role, speed can quickly start to feel like motion without progress.

As Michael Siller, MSC, provoked in his opening keynote: “We need to stop trying to solve the problems of tomorrow with solutions from the past.”

Excellence in an era of efficiency means leaving room for judgment and accountability, especially as complexity increases. If success is measured only by speed, we risk losing the thoughtful scientific interpretation at the heart of high-quality communication.

Stakeholders are best served when scientific decisions stay deliberate, even as processes become more streamlined.

2. AI and automation are redefining where value truly sits

Across debates, upskilling sessions, and panel discussions, one message stood out: tools don’t create value on their own – it’s how people use them that matters.

From AI-driven reference checking to automated publication planning and broader workflow optimization, speakers were clear that technology is changing where and how humans add value. AI showed promise in improving accuracy, efficiency, and discoverability of evidence, while automation demonstrated that efficiency can also be achieved beyond using AI alone.

What became clear was that both AI and automation raise the bar for governance, critical thinking, and accountability. Used well, these tools should free MedComms experts to focus on insight, interpretation, and delivering clearer, more relevant communication to stakeholders. At Avalere Health, we see this as inseparable from understanding behaviours and personas. Adoption doesn’t happen just because information is available; it happens when communications are designed with real human decision-making in mind.

3. Omnichannel is a label; good engagement is the practice

One of the most refreshing takeaways was the recognition that “omnichannel” is often just a label for what good MedComms professionals have always done: adapting content for different audiences without losing the scientific meaning.

As data moves more fluidly from journals to digital platforms and social channels, the risk of fragmentation grows. Engagement only works when grounded in a clear scientific story, with conscious choices about what needs to stay consistent and what can flex.

Done well, meaningful engagement supports better understanding and better decisions. It’s about clarity and impact, not generating more content for the sake of it.

4. Patient-centred publications still require structural change

Despite a growing commitment to patient-centred publications, sessions made it clear that the industry still has a long way to go. Practical challenges remain – from authorship conventions and fair compensation to timelines that don’t reflect lived experience.

The strongest examples showed that when patients are involved early, publications become more relevant without losing scientific rigor, and they’re more likely to translate into care that reflects real-world needs.

What also came through clearly is that patient partnership can’t just be added onto existing processes. If our goal is to reach EVERY PATIENT POSSIBLE, publication processes need to be designed with patient involvement in mind, making it practical, fair, and intentional from the start.

5. MedComms on Trial: reforming for a sustainable future

One of the most anticipated sessions was the Judge and Jury debate, led by Elena Garonna and Rhiannon Meaden in the Avalere Health team alongside a world-class faculty of industry experts including Kayhan Binazir, Scientific Communications Director, Novartis; James Dathan, Associate Director, Global BBU Publications, AstraZeneca; Mike Dixon,  CEO, Medical Communications Association; and Hamish McDougall, Publishing Solutions Manager, Sage.

Instead of revisiting familiar talking points, the interactive courtroom-style debate put a spotlight on a question our industry rarely asks out loud: are our long-standing MedComms practices still sustainable?

Sustainability rarely gets centre stage at congresses, yet it sits at the heart of efficiency, equity, and impact. The jury’s verdict was clear. Purposeful evolution is no longer optional, and not every familiar format is fit for the future.

Evolving with purpose means making deliberate choices because efficiency that comes at the cost of clarity, access, or equity ultimately erodes excellence. Sustainable MedComms calls for the confidence to challenge tradition and the discipline to redesign what no longer serves patients or progress.

Leading with curiosity and intention

ISMPP EU reinforced a powerful truth: speed without purpose erodes excellence. The MedComms teams that will thrive are those willing to make intentional choices about tools, channels, partnerships, and practices, always anchored in impact.

That belief sits at the heart of how we work at Avalere Health Medical. We turn science into possible by uniting deep insight, analytics, SenseMaking  strategy, and scientific expertise. We bring meaning to evidence and move it into action, so breakthroughs don’t just exist but reach the people who need them most.