Why every academic detailing team needs a skilled medical writer

How skilled medical writing supports meaningful clinician education

Academic detailing, also known as educational outreach, is a form of evidence-based, one-on-one clinician education that promotes best-practice prescribing and clinical decision-making. It is trusted for its effectiveness in translating research into action, improving patient outcomes, and supporting the delivery of high-quality care. But behind every well-structured visit guide, clear talking point, or impactful visual aid is a skilled medical writer. The medical writer plays a pivotal role in ensuring academic detailing materials are not only accurate and current, but also engaging, relevant, and tailored to the needs of busy health professionals.

In this article, we explore the often-unsung role of the medical writer in academic detailing - highlighting how their expertise underpins the success of detailing programs in clinical settings.

What is academic detailing?

Academic detailing involves trained detailers - often clinicians or pharmacists - visiting healthcare providers in person or virtually to share unbiased, evidence-based information on specific clinical topics. Unlike pharmaceutical sales reps, detailers provide independent, non-commercial information grounded in current best practice.

Topics can range from antimicrobial stewardship and chronic disease management to the safe prescribing of opioids or newer therapies. The success of these programs relies heavily on the quality and clarity of the content being delivered - which is where medical writers come in.

Why medical writers are essential

Medical writers serve as the bridge between complex clinical evidence and the practical realities of patient care. In academic detailing, their work includes:

• Synthesising evidence into clear, concise, and clinically relevant messages
• Developing educator guides, leave-behinds, and other printed or digital resources
• Creating scripts and talking points that support structured, conversational delivery
• Ensuring materials are accurate, balanced, and free from commercial bias
• Adapting materials for specific audiences, such as GPs, nurses, or specialists

By combining scientific rigour with communication skill, medical writers help ensure that messages are understood, remembered, and acted upon.

Key responsibilities of a medical writer in academic detailing

1. Evidence synthesis and translation

Medical writers start by conducting a review of the literature, clinical guidelines, and policy documents to identify the most up-to-date and relevant information on a topic. Their task is not to simply summarise evidence but to translate it into practical messages that clinicians can apply.

This often involves distilling large volumes of data into core messages, prioritising clinical relevance, and highlighting actionable insights.

2. Audience-centred content development

Medical writers tailor content to the learning needs and clinical context of the intended audience. For example, a detailing topic on attention deficit hyperactivity disorder (ADHD) may need to be framed differently for a general practitioner, paediatrician, or mental health nurse. Writers must consider common misconceptions, barriers to change, time constraints, and the realities of front-line care.

This audience insight ensures that educational materials resonate with clinicians, improving engagement and uptake.

3. Designing for a conversation, not a lecture

Unlike traditional medical education, academic detailing is interactive and dialogic. Medical writers must develop materials that support two-way conversation rather than passive information transfer.

This means using:

• Question prompts to spark reflection and discussion
• Visual summaries and infographics instead of dense text
• Clear headings and logical flow to guide the visit
• Space for educators to adapt based on the clinician’s needs

Good medical writing enables flexibility while ensuring that key messages are consistently delivered.

4. Ensuring clarity, consistency, and compliance

Medical writers also act as quality guardians. They ensure:

• Consistent terminology and messaging across materials
• Accurate referencing and citation of evidence
• Alignment with local clinical guidelines and policies
• Adherence to literacy and accessibility standards
• Use of plain language and inclusive communication

This attention to detail supports the credibility of the materials and reinforces trust in the detailing process.

Collaborating with subject matter experts

Medical writers do not work in isolation. They collaborate closely with clinical experts, program managers, graphic designers, and academic detailers to ensure the final product is both scientifically robust and practically usable.

This collaboration may involve:

• Facilitating content workshops
• Drafting and revising materials based on expert review
• Managing stakeholder feedback
• Supporting pilot testing and refinement

Medical writers often serve as content project managers by keeping materials on track, maintaining version control, and ensuring final outputs meet program objectives.

Measuring impact and supporting continuous improvement

Academic detailing is an iterative process. Feedback from clinician visits, field testing, and impact evaluation helps refine content and improve future sessions. Medical writers often help interpret this feedback and update materials accordingly.

This continuous improvement approach ensures that detailing remains relevant, responsive, and evidence-based over time.

In summary

In the world of academic detailing, the role of the medical writer is vital but often invisible. Behind every effective visitor guide or educator script is a writer who has shaped complex evidence into clear, actionable, and audience-appropriate content.

As academic detailing continues to evolve - embracing digital platforms, broader scopes, and more diverse audiences - the need for skilled medical writers will only grow. Their ability to craft high-quality, credible, and engaging materials is central to translating evidence into meaningful change in clinical practice.

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Frequently Asked Questions (FAQs)

What you need to know about medical writers and academic detailing

Q: What is academic detailing?
A: Academic detailing is a form of one-on-one, evidence-based education delivered to healthcare providers—typically by trained clinicians or pharmacists. Unlike pharmaceutical sales visits, it is non-commercial and focused on promoting best practices in clinical care through tailored, unbiased information.

Q: What does a medical writer do in academic detailing?
A: Medical writers play a critical role in academic detailing by developing clear, accurate, and engaging educational materials. They translate complex evidence into actionable, audience-appropriate messages used during detailing visits, such as visit guides, scripts, leave-behinds, and visuals.

Q: Why is medical writing important for academic detailing programs?
A: High-quality writing ensures that the clinical evidence is not only accurate but also relevant, accessible, and aligned with local practice. Well-crafted materials help detailers communicate clearly, foster engagement, and support behaviour change among busy healthcare professionals.

Q: What kinds of materials do medical writers create for academic detailing?
A: Common materials include visit guides, conversation prompts, clinician handouts, visual aids (e.g., infographics or charts), and structured scripts. These are designed to support interactive discussions, not passive lectures.

Q: How do medical writers tailor content for different healthcare audiences?
A: Writers consider the clinical background, knowledge level, and practical needs of the target audience—whether GPs, nurses, pharmacists, or specialists. Content is framed using plain language and structured to reflect real-world clinical scenarios and time constraints.

Q: How do medical writers ensure the information is evidence-based and unbiased?
A: They source and synthesise evidence from peer-reviewed journals, clinical guidelines, and reputable health organisations. Content is reviewed by subject matter experts and is designed to be free from commercial influence, in line with ethical standards.

Q: Do medical writers work alone on academic detailing projects?
A: No. Medical writers collaborate closely with subject matter experts, academic detailers, educators, and program managers to ensure materials are accurate, practical, and ready for use in the field. They often act as content leads across the project lifecycle.

Q: Can medical writers adapt materials for digital or virtual detailing formats?
A: Yes. Experienced writers can develop content that works across formats—whether in-person visits, e-detailing sessions, or digital platforms. This includes interactive PDFs, web-based modules, and mobile-friendly handouts.

Q: How do medical writers support continuous improvement in academic detailing?
A: Writers help refine materials based on field feedback, clinician input, and impact evaluation. This ensures content stays up to date, responsive to user needs, and aligned with evolving clinical guidance or public health priorities.

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Looking for a medical writer for your next academic detailing project?

At KMG Communications, we specialise in developing medical content that supports impactful academic detailing. From concept to final copy, we work closely with clinicians, educators, and health teams to ensure every word helps improve healthcare delivery. Get in touch with KMG Communications to learn how we can support your next educational initiative.

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References

Anthierens S, Verhoeven V, Schmitz O, et al. 2017. Academic detailers’ and general practitioners’ views and experiences of their academic detailing visits to improve the quality of analgesic use: process evaluation alongside a pragmatic cluster randomized controlled trial. BMC Health Services Research 17: 841 https://doi.org/10.1186/s12913-017-2797-8

Avorn J. 2017. Academic detailing: "marketing" the best evidence to clinicians. JAMA, 317(4):361-362. doi:10.1001/jama.2016.16036 https://jamanetwork.com/journals/jama/article-abstract/2598775

Edwardsen EA, Horwitz SH, Pless NA, et al. 2011. Improving identification and management of partner violence: examining the process of academic detailing: a qualitative study. BMC Medical Education,11(36). https://doi.org/10.1186/1472-6920-11-36

Langaas  HC?, Hurley  E?, Dyrkorn  R?, Spigset  O?.  2019. Effectiveness of an academic detailing intervention in primary care on the prescribing of non-steroidal anti-inflammatory drugs. ?  European Journal of Clinical Pharmacology, 75(4):577-586. doi:10.1007/s00228-018-02611-y

Rome BN, Dancel E, Chaitoff A, et al. 2024. Academic detailing interventions and evidence-based prescribing: A systematic review. JAMA Network Open, 8(1):e2453684. doi:10.1001/jamanetworkopen.2024.53684https://jamanetwork.com/journals/jamanetworkopen/fullarticle/2828799