The Evolving Role of the Medical Writer in Multichannel Publication Plans
It wasn’t that long ago that publication plans focused on one goal: get the manuscript written and submitted. These days, that’s just the start. Sponsors want their research to reach the broadest possible audience, like clinicians, researchers, policymakers, patients, and the public, and they want it to happen across multiple formats and channels, often at the same time.
For medical writers, this shift is exciting. It means we’re not only shaping the story for a journal article. We’re helping design and deliver an entire communication strategy that makes sure the science is clear, consistent, and easy to find wherever your audience looks for it.
What We Mean by a Multichannel Publication Plan
A multichannel plan is simply a coordinated way to share research findings in different formats for different audiences. That might include:
Primary manuscripts reporting main trial results.
Secondary publications exploring subgroup analyses or additional endpoints.
Congress materials like abstracts, posters, and oral presentations.
Plain language summaries for patients and the public.
Enhanced content such as graphical abstracts, infographics, podcasts, or short videos.
Digital dissemination, from social media posts to online press releases.
The goal? Tell the scientific story in a variety of ways without repeating yourself, and make sure every piece supports the others.
Why It Matters
Science moves fast, and so does the news cycle. A paper published quietly online might go unnoticed unless it’s also presented at a congress, shared on social media, or highlighted through a visual summary. Different stakeholders want different things:
Clinicians need quick access to the key data.
Patients want plain, jargon-free explanations.
Clinical guideline panels look for high-quality evidence to inform the development of clinical practice recommendations.
A multichannel approach gives each group the information they need in the format they prefer while keeping the message consistent and accurate.
How Medical Writers Make It Work
Medical writers can be the glue that holds a multichannel plan together by:
Tailoring content for each audience so the message is clear without losing scientific accuracy.
Coordinating timelines so manuscripts, congress materials, and enhanced content align for maximum impact.
Keeping the science consistent. No mismatched numbers or shifting conclusions between deliverables.
Working with multiple teams, including medical affairs, marketing, and graphic design, to make sure content is both accurate and engaging.
Making all deliverables compliant with journal, regulatory, and Good Publication Practice (GPP) standards.
Tips for Planning Multichannel Publications
Start early. Build the multichannel plan at the same time as the primary manuscript timeline.
Work backward from key milestones. If the big congress is in September, map everything else to support that date.
Adapt, don’t duplicate. Repurpose figures, tables, and text into new formats instead of creating everything from scratch.
Integrate visuals into all channels. Plan for infographics, graphical abstracts, and videos alongside the written content.
Maintain version control. Make sure every deliverable matches the latest, approved data.
A well-executed multichannel publication plan isn’t about flooding every channel. It’s about using the right ones, at the right time, in the right way. Medical writers who can see the big picture, keep the science intact, and adapt content for different audiences bring real value to every project.
If you’re looking to get your research seen, understood, and remembered, we can help. Our team works with sponsors to design coordinated multichannel strategies that amplify your findings while keeping them accurate, compliant, and engaging from the first draft to the final share.
Pamela Harvey, PhD
Director of Publications and Medical Affairs