In previous articles, we have noted that the pharmaceutical industry plays a crucial role in shaping public understanding of medicine, treatments, and advances in healthcare. This is often undone by the use of complex and inaccessible information that can contribute to the knowledge gap between pharmaceutical companies and their clients. Many people struggle to interpret medication guidelines, assess treatment risks and benefits, or navigate an increasingly digital healthcare landscape. To bridge this gap, the industry must prioritise clear communication, patient education, as well as how to build trust.

Pharmaceutical companies often produce materials that are more suited to healthcare professionals than to patients. Doctors writing for other doctors, essentially. Medical jargon, complex drug information, and technical language can alienate those who need the information most. When patients cannot fully understand their treatment options, they may be less likely to adhere to prescribed regimens or engage with their healthcare providers. We have stated previously that how they communicate with patients is a choice: do they choose to narrow or widen the knowledge gap? Do they put substance behind claims around patient-centricity or does it remain superficial? Do they care?

Information Production

To narrow the knowledge gap, pharmaceutical companies could do the following three initiatives with regard to how they produce information:

1. Use plain language, provide glossaries or patient-friendly summaries

2. Incorporate visual aids by using infographics, diagrams, and videos to explain how medications work, potential side effects, and dosage instructions.

3. Personalise communication by tailoring information to different patient demographics, considering age, education level, cultural backgrounds, and preferred languages.

Access to Information of Quality

Many people turn to the internet and social media for health information, where misinformation is widespread. Without proper oversight, misleading or false claims about medications and treatments can influence decision-making, sometimes leading to harmful consequences. The pharmaceutical industry can help by making trustworthy information more accessible. This can be done in the following ways:

1. Improving access to easy-to-understand patient resources

2. Provide more universal digital accessibility through user-friendly websites with FAQs, explainer videos, and interactive tools to support health literacy.

3. Fact-checking and countering misinformation in a way that is timely and not reactive.

Strengthening Patient Education Initiatives

Educating patients about medications and treatment options can improve adherence and health outcomes. Strategies include:

1. Collaborating with healthcare professionals by equipping doctors and pharmacists with easy-to-share patient education materials to help explain treatments clearly.

2. Developing mobile apps and digital tools by providing interactive platforms where patients can track medications, set reminders, and access educational content.

3. Hosting webinars and community outreach programmes by offering expert-led discussions on diseases, treatments, and medication management.

Encouraging Patient Involvement in Research and Development

Involving patients in the drug development process ensures that treatments align with real-world needs. The pharmaceutical industry can do the following:

1. Adopt patient-centric drug development by gathering patient input during clinical trials to refine treatments based on lived experiences.

2. Support patient advocacy groups by partnering with organisations that represent patient voices to improve drug accessibility and education.

3. Increase diversity in clinical trials by ensuring that trials include participants from different backgrounds to improve the generalisability of results.

The pharmaceutical industry has a responsibility to bridge the knowledge gap by prioritising patient-friendly communication, increasing transparency, and building trust. Patients should not have to navigate confusing, jargon-heavy medical information to understand their own health. By making health information more accessible and involving patients in decision-making, the industry can empower individuals to make informed health choices and improve overall public health outcomes.

A well-informed patient population is not just beneficial to individuals. It also enhances healthcare systems by promoting better adherence to treatments, reducing hospital readmissions, and improving health outcomes. In the long run, it costs less to narrow the knowledge gap.

Thank you for reading,

Mark Gibson

Leeds, United Kingdom, February 2025