Visual abstract series for ASCO and ESMO oncology congresses: 18 abstracts transformed into shareable medical infographics
The data was strong. Nobody was reading it.
Following back-to-back ASCO and ESMO congress cycles, the Medical Communications team had produced 18 high-quality text summaries covering the most strategically relevant abstracts. The scientific accuracy was strong. The summaries were thorough and internally approved. And they were not being read.
An internal audit found that MSLs were opening only a fraction of the summaries sent. Of those opened, reading time was insufficient to absorb the clinical content. KOLs were not circulating the documents. The information existed; the format was failing.
Scientific accuracy is a necessary condition for medical communications materials. It is not a sufficient one. If the format does not work for the audience, the science goes unread.
What we did
Measurable impact
The 18 visual abstracts achieved significantly higher open rates and longer engagement times compared to equivalent text summaries. Three of the visual abstracts were circulated by KOLs to their own networks, generating secondary reach. The internal Medical Communications team adopted the visual abstract format as the standard output for all major congress coverage, replacing the text summary as the primary field communication format.
engagement
Tell us what you’re working on — we’ll show you relevant cases and suggest the fastest path forward.
From the field:
evidence & practice
AI-powered.
Expert-validated.
We built AI workflows into our daily practice — not as a marketing claim, but as the infrastructure that lets our medical experts deliver faster without cutting corners.