Costello Medical recently enjoyed strong representation at the 2025 International Society for Medical Publication Professionals (ISMPP) European meeting, with our 12 attendees contributing through research poster presentations, roundtable discussions and a hackathon.
Like last year, artificial intelligence (AI) and patient engagement continued to dominate the agenda under the theme ‘Core Values for an Integrated Age’. Above all else, the 2025 meeting reinforced the rapidly evolving nature of the medical publications space, with the impact of AI already being felt and set to accelerate.
We have summarised our key takeaways and reflections from the meeting below, alongside our approach to remain at the forefront of the profession in these exciting times.
AI is already being explored widely in medical communications. Its ability to rapidly generate plain language content was a hot topic of many discussions. However, this represents just the tip of the iceberg for what AI means to the industry, with this year’s meeting delving into how AI can be used throughout the publications lifecycle, from strategic publication planning to the way audiences engage and interact with the content.
We led two roundtable sessions at this year’s meeting exploring how we can apply AI to generate efficiencies in areas such as project management, information organisation and data manipulation, to free up valuable time and headspace for areas requiring more strategic input and creativity.
The meeting underscored the importance and value in expanding patient partnerships. Industry leaders are working with patients as strategic partners, moving beyond tokenistic efforts.
The importance of meaningful patient representation at medical congresses and patient involvement as authors on publications is clear but challenges remain in practice, of which some potential solutions were proposed.
Research presented in several posters further supported the need for greater patient involvement and communication throughout the publications process, which extends to patients as the audience or recipient of information in plain language from their HCP.
Leveraging AI Beyond Content Creation: Creating Efficiencies and Unlocking Possibilities
Shaping the Future of GPP Together
Below is a list of the 5 posters we presented at ISMPP EU, which can be viewed on our Articles & Publications page
What do publishers really know about your article? This poster presents results from a survey of scientific, technical and medical publishers to understand the information these publishers capture and display for published articles. Our poster illustrates that publishers have access to a wide variety of article-level metrics via their publishing platforms, but there are inconsistencies in the information selected to be displayed online.
How can publication professionals maximise the impact of policy roundtables? Our poster outlines key steps to ensure impact, including creating visually-engaging reports with clear messaging, and defining a strategic approach from the outset, including forming partnerships, setting out tangible objectives, and developing tailored communication plans. We look back at the Costello Medical/Tessa Jowell Brain Cancer Mission Reimagining Rehabilitation for Adults with Brain Tumours roundtable a year later, as a case study to demonstrate how these events can achieve meaningful policy changes.
In their pursuit of consensus, could Delphi studies be overlooking insights from areas of disagreement? Non-consensus may highlight crucial evidence gaps, ethical conflicts, and discrepancies between guidelines and real-world experience. Our poster illustrates how non-consensus is currently reported across recent Delphi studies within healthcare, highlighting the potential value of these insights in developing more robust healthcare recommendations.
How and when are healthcare professionals utilising plain language materials with patients, and are these interactions beneficial? Our poster examines perspectives from both healthcare professionals and patients, highlighting patterns of plain language material usage that reinforce the strategic value of plain language materials in healthcare settings.
Delphi panels are structured methods for achieving group consensus and informing decision-making through iterative discussions – but where do these discussions lead? Our poster illustrates how the Delphi panel approach can influence real-world surgical techniques and foster collaborative discussions among healthcare professionals, producing responsive and relevant healthcare literature to meet the evolving needs of the medical community.
In collaboration with Sage Publishing, we asked healthcare professionals (HCPs) when and how they use plain language materials in their interactions with patients, and whether patients find it useful. We were recipients of the prize “Best Visual Communication” for the corresponding poster which we presented at the meeting. Explore further analyses based on HCPs’ interactions with patients in different care settings (e.g. general practice or hospital).
Keep an eye out for the upcoming ISMPP U webinar on ‘Integrating Patient Perspectives in Publications Planning: The What, How and Why’, which will take place on 26th March. The session will be co-led by Emma Phillips, our Patient Centricity and Engagement Lead.
References
Abbreviations: AI: artificial intelligence; DEI: diversity, equity and inclusion; GPP: Good Publication Practice; ISMPP: International Society for Medical Publication Professionals; PLS: plain language summary.
If you would like any further information on the summary presented above, please get in touch. Sarah Clements (Senior Publication Manager), James Evry (Publication Manager), Isabel Katz (Senior Medical Writer) and Noa Chapman (Senior Analyst) contributed to this article on behalf of Costello Medical. The views/opinions expressed are their own and do not necessarily reflect those of Costello Medical’s clients/affiliated partners.
