We’ve asked in this column, again and again, which channel matters most, TikTok or LinkedIn? Journalists or influencers? But in this month’s conversation with Emma Gilgunn-Jones, Director of Communications at Moderna, our discussion moved past channels and onto a different question: who should actually be delivering the message.
For decades, comms was a volume game. We produced information and pushed it in front of as many eyeballs as possible. That era is over. Now everyone is drowning in content, and everyone – patients, clinicians, journalists – is running a constant filter: what deserves my attention, and can I trust it?
That, says Emma, is what has turned communications into an exercise in curation and noise control. In healthcare specifically, this means making credible information easy to find, easy to understand and easy to act on. But this is by no means an easy task.
Check out the rest of the feature here
