News & Insights

Read our latest news, team highlights and thoughts on some of the top global healthcare trends and topics.

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Thought Leadership

Feb 27, 2025

PATIENT INVOLVEMENT IN MEDICAL COMMUNICATIONS: MYTH VS REALITY

Patient leadership in the reporting of clinical trials and medical education is still overdue. There are many reasons why patients should be included, not just as token participants, but as integral contributors; this ensures that medicines are developed with data that truly support their needs. However, there remains a significant gap between the ideal and reality beyond mere lip service....

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Thought Leadership

Jan 28, 2025

THE UNUSUAL SUSPECTS: THE STEREOTYPED STUD

In terms of diversity in research, the wind is shifting; the voices of the sex and gender minority (SGM) community—including their needs and barriers—are being uncovered. This community is moving away from being forgotten, deprioritized, and perceived as too difficult to capture in the data, to one whose presence is needed and undeniable.

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Thought Leadership

Dec 09, 2024

PREPARING TOMORROW’S NED LEADERS FOR REAL-WORLD CHALLENGES

On December 4, 2024, the second Diverse Directors Programme (DDP) cohort participated in an intensive Mock Board Day, hosted in collaboration with AXON. This event marked the culmination of their three-month journey through the DDP curriculum, during which they honed their skills and knowledge to step confidently into the world of Non-Executive Directorships (NEDs).

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Thought Leadership

Nov 14, 2024

DIABETES MANAGEMENT: MORE THAN JUST NUMBERS!

Millions of people with diabetes face the daily challenge of managing their condition at home, work, and school. We must acknowledge that reduced mental well-being is a considerable unmet need to address, and that this is a shared responsibly among the whole diabetes community. So, what can we do to increase well-being for those living with diabetes, and what is our role as communicators?

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Thought Leadership

Oct 31, 2024

HEALTHCARE WITHOUT BORDERS: A CALL TO ACTION

Migrants frequently encounter a range of obstacles when accessing healthcare in a new country, including legal, systemic, administrative, language, religious, sexuality, and financial challenges—just to name a few! These barriers can lead to new health vulnerabilities and worsen pre-existing medical conditions. So, what is the healthcare and pharmaceutical industry doing to improve and remove barriers to access? And what is our role as healthcare communicators?

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Thought Leadership

Oct 24, 2024

THE UNUSUAL SUSPECTS: THE “DIFFICULT” PATIENT

Neurodivergent people exist across every demographic and patient population; however, misconceptions and stereotypes perpetuate social and systemic barriers that leave us underrepresented in most spheres of society. This is amplified in clinical settings, where we are often dismissed or overlooked for being “difficult patients.”

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Thought Leadership

Aug 19, 2024

DIVERSITY IN CLINICAL STUDIES: WHAT ABOUT THE UNUSUAL SUSPECTS?

The current focus on diversity in clinical trials is too limited, often concentrating on visible aspects of diversity and overlooking other crucial factors that impact ability and/or desire to participate in a clinical trial. When study participants can’t afford to get to a site, understand study materials, or access digital resources, solely focusing on age, race, and gender will not fully support inclusive and diverse research.

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Thought Leadership

Jun 21, 2024

REVOLUTIONIZING HEOR WITH GENERATIVE AI: THE DAWN OF A NEW ERA

In HEOR, and across healthcare more broadly, generative AI has the potential to transform the way we conduct research and allow us to provide more precise, efficient, and evidence-based insights that inform healthcare policy, clinical practice, and patient care. So, are you embracing AI in your HEOR programs?

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Thought Leadership

Feb 02, 2024

CHALLENGE THE COMFORT ZONE: THE IMPACT OF DIVERSITY ON SCIENTIFIC PUBLICATIONS

For many, familiarity can be a comfort. Familiarity of specific scientific experts can instill confidence and credibility in data and their interpretation. The same holds true for authorship of scientific publications; the authorship of so many primary and secondary publications of clinical trial data comprise of top-tier key opinion leaders who are recognized worldwide for their expertise. But at what expense?

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Thought Leadership

Oct 05, 2023

AI Image Generation – Premise. Promise! Proof?

There is no doubt artificial intelligence (AI) can generate coherent images, but can AI produce meaningful images? Our Creative Marketing Lead Sam Petyan is not yet convinced and outlines where it may be problematic when dealing with health, its impact on people, and the need for healthcare communications to be emotive.

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Thought Leadership

Sep 26, 2023

ADULTS DON’T ALWAYS KNOW BEST

The perception that adults always know best the thoughts and feelings that adolescents have around their disease could not be further from the truth.

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Thought Leadership

May 25, 2023

Montreal, anyone? AXON fosters a learning culture with cutting-edge learning opportunities as some of the team return from The Institute 101 in Canada

The team’s personal development is at the forefront of life at AXON, and we are committed to fostering a learning culture. As part of that, several members of the team were selected to attend some formal AVENIR GLOBAL firm-wide training, The Institute 101.

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Thought Leadership

May 24, 2023

Issues preparedness fatigue: deprioritizing issues preparedness is a risky strategy

“Now is the time to be safeguarding organizations from risk, not deprioritizing issues preparedness”: Ralph Sutton warns of potential reputational impact of healthcare communicators focusing their attention elsewhere.

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Thought Leadership

Mar 28, 2023

Plain language summaries—who are they really for?

Plain language summaries (PLS) are standalone, peer-reviewed journal articles written in nontechnical language, that provide an easy to understand and concise overview of manuscripts published in scientific journals.1 They are short, clear summaries of a manuscript.

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Thought Leadership

Mar 27, 2023

Have we thought it through completely? The impact of diversity and inclusion efforts on research ecosystems

Shawn Patterson, Senior Vice President, and Melissa Lewis, Vice President from our Clinical Studies practice recently attended the SCOPE Summit 2023, in Orlando, Florida, US. This annual event saw delegates from the clinical research community discussing advances and innovative solutions that are making their mark or gaining traction in clinical studies. These topics were relevant for AXON’s client counsel, and the meeting provided an opportunity to hear examples of best practice and meet with current experts in the research field.

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Thought Leadership

Mar 24, 2023

Part 3: “We’re only human.” How human flaws can be embraced by pharma alongside exceptional artificial intelligence (AI)

To conclude the leadership industry trend series, hear from Sam Petyan, Nat Turner and Tina Hahn on this exciting piece. Pharma plays a big role in improving patient outcomes and, by being truly patient centered, can build essential trust and loyalty. Ultimately, the companies that get this right will see better outcomes not just for patients but for their profit margins too. We don’t want anyone to be left behind… discover more

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Thought Leadership

Mar 20, 2023

Part 2: Expanding horizons: how clinical accuracy and “messy” data can both work in creating brilliant patient outcomes

In part two of our industry trend analysis, hear from Shanida Nataraja, Emma Kenny and Sam Barnes on how clinical accuracy and “messy” data can both work in creating brilliant patient outcomes!

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Thought Leadership

Mar 15, 2023

Part 1: The importance of the right data, the right channels and seizing the opportunities of tomorrow

The AXON leadership team has examined the current and emerging trends for the healthcare industry, and over the coming weeks, we will be revealing what they believe will be crucial for the industry to consider. The discussion covers simple changes that can make a big difference, as well as the direct but sometimes intimidating options, which can’t be ignored if companies want to succeed, get their molecules to market quickly and, ultimately, improve the lives of patients!

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Thought Leadership

Dec 09, 2022

If my doctor is the expert, why do I need to be health literate?

Have you ever received a piece of news from your doctor that left you feeling confused about your health, or not understanding the full implications of how this news will affect you? Have you ever had questions about your health but not the knowledge or tools to answer them?

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Thought Leadership

Nov 29, 2022

Supporting survival rates after a stroke: why health literacy matters in preventing a recurrence

A stroke can be devasting, even deadly. It’s a condition of which many of us are aware, and we may even know the symptoms to spot. But that may not be true of the whole patient population. Spotting the symptoms, surviving a stroke, and recovering forms just part of the story. So why is health literacy so important? Because the effects of a stroke go beyond the patient.

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Thought Leadership

Jul 05, 2022

Labor of Love: the unrecognized burden of caregiving

There are many ways that caregivers can be offered support. By carefully listening to this community, understanding their needs and collaborating to find viable solutions to the challenges they face, we can make a meaningful difference. So, the question is, will you be including caregiver needs in your next conversation?

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Thought Leadership

May 20, 2022

Decentralized clinical trials: Revolutionizing access and diversity in research

Reflecting the needs of diverse patient populations and ensuring they are enrolled in clinical studies, is an important factor in obtaining the necessary data needed to move investigational products to market. The pandemic has accelerated the adoption of decentralized clinical trials, which has the potential to address some of the challenges that make equitable enrolment difficult with more traditional centralized clinical trials.

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Thought Leadership

May 16, 2022

How to enhance the accessibility of colorful healthcare communications

Would you create a communication piece that could not be fully understood by about 1 in 20 people? Have you ever thought about your color choices when developing resources? The way we use colors and color combinations can determine the accessibility of communications for people with color blindness. Here is how you can make your pieces more accessible.

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Thought Leadership

Dec 09, 2021

Graphical abstracts – making data stand out in the new hybrid era

In the virtual era and the evolving hybrid landscape, more channels of communication are generating ever-increasing amounts of content, with the risk that important scientific data are getting lost in this deluge. The need for information has not changed; however, the sheer amount being generated has.

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Thought Leadership

Nov 09, 2021

Hybrid meetings – can we create the perfect blend?

One of the many consequences of the COVID-19 pandemic is that we have all had been compelled into an online or virtual way of meeting and engaging with each other. As restrictions for travel and gatherings gradually lift, we have the chance to gather face-to-face once again, but is this always the right approach?

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