Moving clinical minds: Why strong data don't always translate into clinical adoption

"If the evidence is compelling, why isn't practice evolving?" That was Audrey Carnevale's “welcome to pharma” moment — the realization that strong data doesn't automatically translate into changes in clinical adoption. Now Associate Director of Medical Communications at Averitas Pharma (and an MSL before that), Audrey joins Marc Iskowitz in the second episode of The Space podcast. She talks about how the medical function can move clinical minds by: - Sharpening focus so that the data shared are hyper-relevant for each audience (HCPs, payers, and patients) - Working as a strategic contributor (not just a reviewer) to shape disease understanding before the product enters the conversation - Layering data and evidence to help clinicians move from simple awareness to true clinical confidence(00:00) Intro: Why Strong Data Don't Always Drive Clinical Change(02:16) Audrey's Journey: From MSL to In-House Medical Communications(04:55) The Role of Medical Communications at Averitas Pharma(06:16) Aligning Medical & Commercial: A Recurring Industry Challenge(09:13) Medical's Strategic Advantage Before Launch(13:25) Mapping the HCP Journey & Plugging the Educational Gaps(17:06) AI in Medical Affairs: Real Use Cases(22:45) Misconceptions: What Medical Wants Commercial to Know