Communicating for a Healthier Tomorrow: Insights from the Frontlines

Every year on 7 April, World Health Day marks the anniversary of the founding of the World Health Organization (WHO) in 1948. This year, IABC APAC is celebrating the communicators who serve as the vital link between complex medical science and the communities that depend on it.

To explore the impact of this work, we spoke with two leading practitioners: Bronwyn Adams, Head of Studio STEM, and Alicia Nally, Senior Communications Advisor at QIMR Berghofer.

Healthcare communication is a cornerstone of the global health ecosystem, serving as the primary vehicle for driving healthy behaviours and empowering patients. As the world commemorates the anniversary of the World Health Organization (WHO), regional experts are sharing insights into how strategic storytelling saves lives.

___________________________________________________________

The Heart of the Healthcare Ecosystem

Communication is far more than just sharing information; it is a fundamental driver of public health.

Bronwyn Adams, Head of Studio STEM, emphasises that communication is not just an administrative task but a clinical necessity.

“Communication is a critical part of the healthcare ecosystem. It can help drive healthy behaviours that prevent people from needing to access care, and it empowers consumers to make informed decisions about their health,” Ms Adams said.

“People are interested in complex information if you give them a reason to be. This might be because they want to know more about their health, or because you’ve described it in a really engaging way”.

Alicia Nally, Senior Communications Advisor at QIMR Berghofer, describes medical research as the “invisible army” behind modern hospitals. She notes that effective communication is the foundation of a functioning society.

“Healthcare communication is vital to creating an informed community who can advocate for themselves and their family,” Ms Nally said. “When a community is confident they understand the quite difficult and sometimes abstract concepts in medical research, they can educate their family and friends and that then translates into support for the Institute”.

Breaking Down Complexity

The challenge for practitioners often lies in translating "inaccessible" raw data into relatable narratives. Ms Nally argues that the best strategy is to keep the audience—including donors, media, and patients—at the forefront of every message.

“I often remind my team, ‘If you don’t understand it, how will our audience?’ and I encourage them to keep asking questions until they can confidently state the key components of a research project and its intended impact,” Ms Nally explained.

Ms Adams suggests that vivid imagery is essential for retention. “I’ve described different immune cells in the body as post offices and garbage trucks. This comparison immediately gives the audience an understanding of the cell’s function in the body”.

Real-World Impact

The power of these strategies is reflected in recent successes across the region:

• Preventative Health: A campaign for World Neglected Tropical Disease Day focused on the importance of clean water and toilets. By making an "unusual" parasitic disease concept tangible, the campaign generated an unprecedented level of donations.

• Cancer Research: A media campaign regarding a new RNA molecule for breast cancer used colourful animations and patient case studies, leading to national coverage and new consumer advocates.

• Biomedical Innovation: Succinct 100-word case studies for the Centre for Biomedical Technologies used analogies like stem cell “juice” to explain tissue repair to the public.

  
  

Ms Nally concludes that while the work is challenging, it is essential for the future of medicine. “It takes a certain type of person to really want to understand this sort of content and confidently share it with the world for maximum positive effect, so don’t ever think it’s boring or lowly work”.