✅ Reviewed by Samuel Sarmiento, MD, MPH, MBA
Juniper’s experts explore eight ways in which evidence enhances the visibility and credibility of your medical content.
In an era of viral clips and bro science, it’s important that medical content adheres to higher standards. Sometimes, there is room for commentary. However, when presenting medical and scientific evidence, sharing opinions and claims without solid evidence can lead readers to seek out more credible sources, even if the information provided is accurate. Ensuring that all medical content is backed by reliable research not only enhances its credibility, but also generates trust and informed decision-making.
At Juniper, we know how critical it is to connect with your target audience. For life sciences companies, publishing evidence-based medical and scientific content is the way to achieve that. It ensures that your solutions are trusted and adopted, ultimately enhancing patient care, provider decision-making, and industry collaboration.
In this article, Juniper’s experts explore eight ways in which evidence enhances the visibility and credibility of your medical and scientific content.
1. Builds Credibility, Trust, and Reputation
Evidence-based medicine is rooted in well-established research and clinical studies. [1] By infusing your medical content with reputable sources, you build credibility with patients, healthcare professionals, stakeholders, and regulators. In sectors like biotech and HealthTech, where innovation and accuracy are critical, credible information generates trust.
If your target audience consists of lay individuals, evidence-based content will significantly boost their confidence in the accuracy of the information presented. Citing primary sources such as clinical studies, peer-reviewed research, and official data protects your audience from being misled. Accuracy is the foundation for building user trust and engagement.
In today's crowded market, publishing medical content means facing intense competition. So, how do you gain a competitive edge? By creating reliable, well-researched content, you can build a reputation as a leader in science and innovation. The credibility that comes from this can become a key advantage, helping your company stand out and succeed.
2. Facilitates Adoption of Innovation
When introducing new technologies, devices, or therapeutics, evidence-based medical content makes it easier for patients, providers, and other companies to understand the science behind your innovation.
Transparency about the evidence supporting your products or services can foster long-lasting relationships with your audience. Use clear and data-driven content, as stakeholders are more likely to trust and embrace new solutions when they are confident in the supporting evidence. This approach can also accelerate the implementation of your products in clinical practice.
3. Drives Patient Outcomes and Public Health
At the core of healthcare innovation is the goal of improving patient outcomes. Patients rely on trustworthy and accurate information to make informed health decisions, particularly when it comes to treatments, medical devices, or new innovations. By publishing evidence-based medical content, you can positively influence patient behaviors and ultimately lead to better health outcomes.
Furthermore, biotechnology and healthcare companies have an ethical responsibility to provide accurate and truthful information, especially when it comes to patient health and safety. Publishing content that is not grounded in evidence can lead to harmful consequences, including patient harm, misinformation, and public distrust. By prioritizing evidence-based medical content, you can showcase your commitment to ethical standards and the well-being of your audience.
4. Supports Informed Care for Providers
Evidence-based medicine aims to improve patient outcomes by leveraging the highest quality evidence available. Healthcare providers—who are adept at detecting faulty or biased health claims—depend on evidence-backed content when recommending treatments, devices, or interventions to their patients.
For companies in the life sciences, publishing well-researched content rooted in scientific evidence is essential to connect with healthcare providers and empower them to make better decisions. High-quality content can facilitate the integration of your innovations into patient care.
5. Enhances Collaboration with Other Companies
If your goal is to connect and partner with other biotechnology, health technology, and healthcare companies, scientifically grounded medical content is key. Potential partners seek evidence-based claims that demonstrate your products, technologies, or services are backed by rigorous scientific research.. Using credible sources reassures decision-makers that they are working with a reliable and responsible organization.
Not only does your content establish a foundation of mutual trust and confidence, but it also supports informed decision-making in potential collaborations and partnerships. Evidence-based medical content provides other companies with a clear understanding of the potential benefits, risks, and outcomes of collaborating with you.
6. Helps Secure Investment and Funding
Simply put, investors and stakeholders in the healthcare and biotechnology sectors are more likely to invest in companies that can demonstrate the efficacy and safety of their products through evidence-based content.
Relying on scientifically grounded information is the best way to make a compelling case to potential investors. This can translate into funding for product development, clinical trials, or market expansion. Extensive research is necessary to demonstrate that your innovation is scientifically sound, addresses a market gap, and has strong potential for success.
7. Increases Global Market Access
If your company operates on a global scale, you may encounter different regulatory standards and expectations for evidence. Companies that produce science-based content can present their clinical data and research findings more effectively to regulatory bodies. High-quality medical content increases your chances of successful product adoption and regulatory approval across international markets.
When collaborating with other companies, evidence-based content helps align expectations and timelines for regulatory submissions and compliance. This ensures smoother coordination and faster market entry. It also reassures global partners and customers that your company adheres to the highest standards of scientific integrity.
8. Reduces Legal and Reputational Risks
Last, but not least, is the legal aspect of publishing inaccurate or unfounded claims. Evidence-based content helps mitigate the risk of lawsuits and penalties by ensuring that claims are accurate, defensible, and compliant with regulatory requirements.
Even if publishing misleading content does not lead to legal issues, it can still harm your brand and reputation. Loss of trust is always challenging to regain, especially in the healthcare sector.
The Bottom Line
The modern healthcare arena is highly competitive, and distinguishing your brand through medical content requires leveraging the most credible and up-to-date scientific evidence. Quality research matters—as does the way in which you present it. Since patients and even some providers may lack the expertise to evaluate complex scientific data, evidence-based content should be distilled into understandable, yet accurate, information.
Juniper’s team is made up of expert researchers with strong backgrounds in medicine and other life sciences. We are MDs, PhDs, and master-level industry experts. Our in-depth knowledge of biomedical science, coupled with stellar research skills, allows us to create high-value medical content perfectly suited to your target audience. Discover our medical writing portfolio here.
References
Tenny S, Varacallo M. Evidence Based Medicine. In: StatPearls. StatPearls Publishing; 2024. Accessed September 23, 2024. http://www.ncbi.nlm.nih.gov/books/NBK470182/
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