We recently attended the EPHMRA UK chapter meeting 2025 at the Royal College of Physicians in London, where discussions focused on the future of healthcare communication and data-driven decision-making. A key theme throughout was the need to simplify how we communicate data.
Why Should Anyone Listen to You?
Daniel Wain’s talk tackled the challenge of “infobesity”—an overload of information that makes it harder to absorb and act on data. The key takeaway? Data must be clear, engaging and actionable. Rather than overwhelming audiences with endless facts, we should focus on what truly matters: not just the ‘what,’ but the ‘so what.’ Ask: What do I want my audience to do with this information? What message should they take away?
Effective communication means distilling data into simple, intuitive insights that aid decision-making, not complicate it. Always check—does it pass the MASH test?
The Power of Cultural Storytelling
Cultural storytelling was another hot topic, with semiotics and language analysis shaping how brands connect with diverse audiences. Everyone is a semiotician and effective storytelling means crafting narratives that are relatable and resonate emotionally.
Culture influences how we communicate—through language, imagery and framing. Without considering cultural context, we risk creating tension rather than engagement. The goal? Make healthcare brands more human, relevant and compelling.
Graphic Medicine: Communicating Through Comics
An insightful session explored Graphic Medicine—using comics to convey complex healthcare issues in an emotionally resonant way. By making information more accessible, this approach builds empathy, trust and helps reduce stigma.
Emotional narratives can encourage patients to see themselves in stories, making it easier to understand treatment options and take ownership of their health journey. This improves comprehension and supports behaviour change, such as treatment adherence.
Avatars in Storytelling
A post-lunch session delved into how avatars enhance storytelling—whether as personas or educators explaining disease burden. They create emotional connections, making complex healthcare topics more engaging and memorable.
By visualising patient journeys or treatment options, avatars help drive message recall, engagement and understanding—key factors in behaviour change for both healthcare professionals and patients.
Narrative Structure and the Goldilocks Effect
An engaging discussion highlighted how small changes in storytelling can drastically shift audience perception. A well-crafted narrative ensures alignment with the message and strengthens emotional impact.
A case study from Narrative Health illustrated this: osteoporosis patients struggling to wear shoes revealed a deep self-identity issue, an insight that might have been overlooked without giving respondents the space to share their experiences. This reinforces the value of patient-centric research.
Activating Commercial Change Through Storytelling
The final session focused on leveraging storytelling for commercial impact. Successful storytelling is rooted in context, stakeholder understanding and continuous iteration.
By working collaboratively, agencies and clients can refine insights over time, ensuring strategies remain relevant and effective. A flexible, iterative approach strengthens impact and drives real change.
The EPHMRA conference reinforced the importance of simplicity, storytelling, empathy and collaboration in healthcare research. By applying these principles, we can help clients navigate complexities, make informed decisions and drive meaningful business change.
By keeping our approach creative, client-focused and adaptable, we turn research into a powerful tool for success.
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