As National Science Foundation staff review thousands of active research projects against lists of scrutinized terminology, healthcare communicators face a stark reminder: words carry meaning. But while federal agencies examine grant language and research proposals, time marches relentlessly forward for patients awaiting breakthroughs. Right now, there’s a child in a hospital room who is missing out on a potential lifesaving therapy as we sort out a path forward. We now find ourselves at a critical juncture where our industry is evolving – the words we use, the processes, but at the core, the what and the why remains unchanged: ensuring that lifesaving innovations reach the patients who need them.
When my son Cannon was diagnosed with hypophosphatasia (HPP), there were no approved treatments. Today, there’s one approved treatment, one in clinical trials and others in discovery. This profound shift from hopelessness to hope illustrates why we can’t get bogged down in process, over-thinking, or linguistic debates. These are distractions that slow down medical progress. Every day spent debating terminology is a day lost to a patient somewhere waiting for a breakthrough.
In today’s healthcare world, communications leaders face unprecedented challenges on the daily. Words that once seemed straightforward now carry unexpected weight. Terms we would argue are relatively neutral like “advocate” have become lightning rods, potentially affecting everything from grant funding to clinical trial recruitment. During my pre-med track in college, we learned that the science of biology teaches us that medical responses may vary across populations. For rare disease research, this presents a particular challenge. When you’re already working with a small patient population, ensuring diverse representation in clinical trials becomes even more complex. Diversity isn’t about checking boxes—it’s about developing treatments that work safely and effectively for everyone.
Our role is to thoughtfully navigate how and when to engage in political discourse but most of all, it is to ensure that essential healthcare messages reach those who need them. When words become charged, we must find new ways to convey unchanging truths: every patient deserves access to safe, effective medicine, regardless of their background.
Savvy healthcare communications leaders recognize that crisis communications isn’t just a response strategy anymore—it’s THE strategy. The days of the war room are over as we now engage in triaging strategy and rapid-fire response as a way of working. As we help our clients navigate this frenzied moment while keeping patient needs at the forefront, we are finding that now more than ever we must:
- Ensure that semantic debates don’t delay patient care or scientific progress
- Bring the humanity back to healthcare narratives
- Remember our “why”. The purpose behind what we do is something that unites us while other distractions seemingly divide.
- Support companies in maintaining their commitment to patient care while navigating sensitive discussions
Most healthcare professionals I know didn’t choose this field for financial gain. They chose it because they want to help people and make a difference in this world. Like the physician’s creed to “do no harm,” our communications creed must be to never let wordsmithing stand in the way of patient care.
Looking ahead, our industry faces complex challenges without easy answers. But our north star remains constant: doing what’s right for patients. Whether we’re discussing rare disease research, clinical trial access, or treatment availability, our focus must remain on the fundamental goal of helping people live healthier lives.
In the coming weeks, our “Patients Can’t Wait” series will explore these challenges through the eyes of our Practice Leads, each bringing their unique perspective to this conversation. But regardless of how healthcare communications shifts, one truth remains: Every minute spent debating is borrowed from someone waiting for a cure.
I think of my son Cannon, and how different his future looks today compared to his diagnosis day 18 years ago. I think of countless other families still waiting for their breakthrough moment. They remind us that in healthcare, time isn’t just money—it’s life itself. And that’s something none of us can afford to waste.
