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    • Why healthcare communications needs creativity, now more than ever

    May 23, 2025 | Imagery, creativity, design, typography 

    By Sally Robinson

    Science needs creativity to be understood, and – in an increasingly AI-powered world – this relationship is even more critical. While AI excels at processing vast amounts of data, identifying patterns and predicting outcomes, it lacks the human creativity needed to turn complex scientific information into meaningful, engaging narratives. To quote writer William Plomer, “It is the function of creative people to perceive relations between thoughts, or things, or forms of expression that seem utterly different, and to be able to connect the seemingly unconnected.”

    Science communication, together with creativity, ensures that information is both accurate and accessible. In order to maximize the unity of these two, the following preparation should be carefully considered.

    Begin with the end in mind

    Our goal is to design communications that empower audiences to make informed choices, considering how they process information and any unconscious biases they may hold. By combining impactful design with insights from behavioural psychology, we can create more than just appealing visuals – we deliver information that resonates, guiding audiences toward thoughtful, confident decisions.

    Improving the quality of patients’ lives is an important shared outcome for both the pharmaceutical industry and healthcare professionals (HCPs). Great communication can help all audiences make decisions; however, different audiences require unique approaches to have the information they need to take action. How we approach the design of different communications needs to be relevant for the audience and where and how they will interact with it.

    Time-poor HCPs require digestible information presented in an engaging way. For example, while congress posters can be overlooked as a creative deliverable, they are essential for delivering key facts and figures in a concise, accessible manner. When designed effectively, they become a vital tool for medical professionals seeking the latest information on a particular disease or therapy area in a short amount of time.

    Conversely, patients require materials that consider their knowledge level and state of mind. A patient guide for a specific disease area needs to be informative and accessible, but how the patient feels when absorbing the information can also be greatly affected by how it is presented to them.

    Consider the specific example of a person recently diagnosed with a rare disease after years of misdiagnosis and uncertainty. Patients and their loved ones often experience relief from finally understanding the condition, followed by an intense period of research. During this time, it’s crucial that they can access information in plain language without being distracted by inept design. Well-presented material not only ensures that the information is easy to understand, it also enhances how it is received and acted upon.

    In all cases, colour, typography and imagery have an important role to play in engaging the audience in an appropriate way for the subject matter. By starting with a clear end goal – empowering informed decisions – we ensure that our designs are more than just aesthetically pleasing: they are precise and relevant and provide different stakeholders with the clarity they need to take action.

    Know your audience

    At AMICULUM, we value the importance of insight-driven communications that respect and understand the needs of those we’re communicating with. In the case of patient materials, for example, the stakes for clarity and accessibility are high. Gathering perspectives from those living with a condition (and their caregivers) shouldn’t be underestimated, especially when it comes to developing materials intended for younger audiences.

    If the implementation of design is not age appropriate, the audience is alienated, and the information becomes irrelevant. The consequences can be far reaching, placing additional pressure on caregivers, who need clear, engaging resources to help them and their children understand the information presented. This is particularly the case for medical trials, in which recruitment and retention can be significantly affected by ineffective support materials.

    By tailoring creative solutions to the unique challenges of each stakeholder – whether patients, caregivers or HCPs – we ensure that complex information is both accessible and memorable.

    At AMICULUM, we understand that great design is more than appearance – it’s about enhancing clarity and fostering engagement with diverse audiences. In the dawning age of AI, developing creative materials based on real-life insights ensures that our communications remain both credible and impactful.

     

    What’s your creative challenge? If you would like to hear more about how we can creatively enhance your brand or data, please contact Paula, Head of Design at AMICULUM: paula.holt@amiculum.biz. For more insights, visit the AMICULUM News and Insights page.

    This content was provided by Amiculum

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