The Strategic Value of Medical Communications in Pharma in Italy

Medical communications in the pharmaceutical industry are evolving rapidly, driven by digital transformation and the need for patient-centric approaches. The COVID-19 pandemic has accelerated the adoption of digital technologies, leading to innovative ways of disseminating medical information (Power, 2023). Companies are focusing on making scientific data more accessible and understandable to patients, empowering them with knowledge for shared decision-making (Habr et al., 2023).

Medical Affairs functions are transforming to meet increasing expectations, leveraging collaborative efficiencies and human-centric AI for customer-focused interactions (Fulford-Smith et al., 2022; Bedenkov et al., 2021). Digital innovation is reshaping key areas such as HCP engagement, external partnerships, and data generation (Furtner et al., 2021).

Regulatory agilities have been implemented to address the pandemic’s challenges, potentially leading to more efficient systems (Bolislis et al., 2020). Despite these advancements, patient preference information is not yet systematically integrated into decision-making processes throughout the medical product lifecycle (Whichello et al., 2020).

In order to better understand these fast evolving trends, we conducted a customer survey across over pharma contacts in the hope of providing valuable feedback to both those who responded and to the broader pharmaceutical and healthcare communities.

Key pharma priorities for 2025

HCP engagement: medical education (CME and non-CME), scientific publication, evidence-based content, and interactive advisory boards.

Internal training and innovation: support for Medical Science Liaisons (MSLs) and embracing new technologies (AI, digital tools) to enhance content delivery (Figure 4).

Figure 4. Product/service areas of interest for 2025 (sorted)

Pharma professionals in Italy identify significant challenges in their communication and educational projects (see table).

Respondents also note the increasing need for innovative, engaging, and scientifically authoritative formats that cut through the abundance of material HCPs receive. Fast-evolving digital and AI-powered communication tools introduce both opportunities and complexities.

Though not numerically scored here, qualitative insights highlight that provider selection hinges on:

• consistent quality and scientific rigor;
• speed and reliability of delivery;
• proven innovation;
• deep understanding of the scientific landscape and target audiences;
• strong support in publication processes and KOL engagement.

Recognition

Adoption: 75.86% of respondents have worked with Springer Health+ Italy in the last 12 months, demonstrating established trust and reach in the industry.

What Pharma expects from Springer Health+

Survey respondents in Italy articulate high expectations:

Scientific quality and expertise: “High-level scientific support” Medical Affairs specialist, Novartis “great professionalism” Medical Affairs specialist, Norgine “deep knowledge of the target audience,” and “qualified provider in scientific communication and publishing” Medical affairs specialist, Chiesi

Speed and timeliness: “Greater speed and accuracy in publications”, “timeliness in producing outputs” Medical Affairs specialist, Sanofi

Innovation: “Innovative and feasible ideas” Marketing specialist, Leopharma, “creative suggestions” Marketing specialist Chiesi, “expansion into new activities and formats”, Medical Affairs, Boehringer Ingelheim

Reliability, consistency, and support: “Consistently high quality, punctuality and support in KOL engagement and publication planning” Medical affairs, Neopharmed Gentili

Cost-effectiveness: striving to “maintain quality without significantly increasing costs”.

Value proposition and differentiation

• Springer Health+ Italy is uniquely positioned to address industry pain points:
• Offers a broad scope of services beyond traditional editorial projects.
• Leverages deep scientific expertise and established relationships in the academic world.
• Emphasizes innovation, ensuring scientific rigor is preserved while embracing new digital formats and technologies.
• Expedites publication processes through expert project management and streamlined communication with KOLs.
• Delivers reliable, high-quality outputs that guide pharma teams toward success, based on a proven, client-endorsed track record.

Analogies and cross-market insights

Across the countries in which surveys were conducted, several shared priorities emerge, underscoring the global consistency of the pharma sector’s current transformation. In all markets, Medical Affairs functions remain central to scientific communication, with a growing emphasis on evidence-based content, HCP engagement, and advisory board outputs.

The preference for hybrid and in-person formats is similarly observed in France, Spain, and the Netherlands, where direct interaction retains strategic value despite rapid digitalization. Digital acceleration—particularly the use of AI tools, asynchronous training, and short-form educational content—represents a unifying trend from Europe to Asia, reflecting a global demand for scalable, flexible, and scientifically rigorous formats. Moreover, in each market, pharma clients recognize Springer Health+ as a reliable and innovative partner capable of combining scientific excellence with digital transformation, reinforcing brand trust across diverse healthcare ecosystems.

Distinctive local dynamics

While the overall strategic direction aligns, key differences mark each country’s adoption curve and communication culture. Italy and Spain display a strong preference for editorial output and CME-linked projects, emphasizing regulatory compliance and educational value.

France and the Netherlands, by contrast, show higher digital maturity and openness to AI-supported engagement models. In Asia, Japan prioritizes precision, data integrity, and KOL-driven communication, whereas India and China focus on scalability and accessibility through mobile and multilingual digital tools.

In 2025 and beyond, the ability to provide fast, flexible, innovative, and scientifically robust communications will be a distinguishing feature for forward-thinking pharmaceutical companies. Springer Health+ Italy is recognized as a trusted partner capable of meeting these exacting demands-ensuring that medical communications are not just delivered, but make a lasting impact among HCPs and within the broader healthcare ecosystem.

• Power EGM. (2023). Considerations for Effective Communication of Medical Information. Pharmaceutical Medicine, 37(2), 97–101. https://doi.org/10.1007/s40290-023-00461-3 
• Habr D, Wolf Gianares B, Schuler KW, Chari D. (2023). Patients at the Heart of the Scientific Dialogue: An Industry Perspective. Oncology and Therapy, 11(1), 15–24. https://doi.org/10.1007/s40487-023-00220-z 
• Fulford-Smith A, Leah E, Azroyan A, et al. (2022). Medical Affairs Transformation in Specialty Pharma: Next-Level Collaboration at the Core. Pharmaceutical Medicine, 36(2), 63–69. https://doi.org/10.1007/s40290-022-00419-x 
• Bedenkov A, Moreno C, Agustin L, et al. (2021). Customer Centricity in Medical Affairs Needs Human-centric Artificial Intelligence. Pharmaceutical Medicine, 35(1), 21–29. https://doi.org/10.1007/s40290-020-00378-1
• Ahluwalia K, Abernathy MJ, Beierle J, et al. (2022). The Future of CMC Regulatory Submissions: Streamlining Activities Using Structured Content and Data Management. Journal of Pharmaceutical Sciences, 111(5), 1232–1244. https://doi.org/10.1016/j.xphs.2021.09.046 
• Furtner D, Shinde SP, Singh M, et al. (2021). Digital Transformation in Medical Affairs Sparked by the Pandemic: Insights and Learnings from COVID-19 Era and Beyond. Pharmaceutical Medicine, 36(1), 1–10. https://doi.org/10.1007/s40290-021-00412-w
• Bolislis WR, de Lucia ML, Dolz F, et al. (2021). Regulatory Agilities in the Time of COVID-19: Overview, Trends, and Opportunities. Clinical Therapeutics, 43(1), 124–139. https://doi.org/10.1016/j.clinthera.2020.11.015 
• Whichello C, Bywall KS, Mauer J, et al. (2020). An overview of critical decision-points in the medical product lifecycle: Where to include patient preference information in the decision-making process? Health Policy, 124(12), 1325–1332. https://doi.org/10.1016/j.healthpol.2020.07.007