Evidence-Based Medicine in Medical Writing and Medico-Marketing
Evidence-Based Medicine (EBM) is important in medical writing because scientific and medical communications should be based on reliable, relevant and appropriately interpreted evidence.
Medical writers use evidence-based principles when researching, developing and reviewing materials intended for healthcare professionals, patients and other appropriate audiences.
Role of Evidence in Medical Writing
Medical writers frequently work with information obtained from:
- Clinical trials
- Systematic reviews and meta-analyses
- Observational studies
- Clinical guidelines
- Regulatory documents
- Scientific and medical literature
- Product information and approved prescribing information
The writer must identify appropriate sources and evaluate whether the available evidence adequately supports the information or claims being communicated.
Literature Searching
Effective evidence-based medical writing begins with a structured search for relevant information.
The writer should:
- Define the scientific or medical question.
- Identify appropriate search terms.
- Select suitable databases and information sources.
- Review relevant and current literature.
- Identify high-quality primary and secondary sources.
- Maintain accurate references to supporting evidence.
A focused clinical question may be structured using approaches such as PICO – Patient/Population, Intervention, Comparison and Outcome.
Evaluating the Evidence
Finding a published study does not automatically mean that its conclusions should be used without critical evaluation.
Medical writers should consider:
- Study design
- Population and sample size
- Methodology
- Risk of bias
- Statistical analysis
- Clinical relevance
- Limitations
- Consistency with other available evidence
- Applicability to the intended communication
The strength of a statement should be appropriate to the strength and limitations of the supporting evidence.
Evidence-Based Medico-Marketing Content
Evidence-based principles are particularly important when developing scientific or promotional materials relating to medicinal products.
These materials may include:
- Scientific presentations
- Healthcare-professional educational materials
- Product-detailing materials
- Leave-behind literature
- Brochures
- Digital content
- Continuing medical education materials
- Disease-awareness materials
Claims and scientific statements should be accurate, appropriately referenced and consistent with applicable approved product information and regulatory requirements.
Balanced Scientific Communication
Medical writing should present scientific information accurately and in appropriate context.
Writers should avoid:
- Selective use of favourable evidence
- Exaggerating study conclusions
- Ignoring important study limitations
- Presenting association as causation without justification
- Using unsupported comparative claims
- Misrepresenting statistical findings
Where evidence is uncertain or limited, the communication should reflect that uncertainty appropriately.
References and Traceability
Statements based on scientific evidence should be supported by appropriate references.
Good referencing enables reviewers and readers to:
- Identify the source of a claim.
- Verify the supporting evidence.
- Review the original scientific context.
- Evaluate the reliability of the information.
Reference management and accurate citation are therefore important components of evidence-based medical writing.
Importance for Medical Writers
Evidence-Based Medicine provides medical writers with a framework for identifying, evaluating and communicating scientific information responsibly.
Applying EBM principles helps ensure that medical and medico-marketing materials are scientifically accurate, appropriately supported, balanced and relevant to their intended audience.
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