Amy Inzanti

For a few years, I've seen the term "digital twin" pop up in pitches and headlines. This week, I had the chance to write about it. In today's Endpoints News Health Tech newsletter, I spoke with Rock Health's Julia A. Croxen about what this approach contributes in an area like metabolic care. (up until now, I'd mostly heard of digital twins used in research, rather than clinical care) Ngai Yeung's latest piece on Twin Health's $53M raise spurred my interest in digital twins, be sure to check out her piece on the fundraise. Also inside: - Ngai had the scoop on ALIGNMT AI's seed round - Walgreens has a new CEO and split up its business as the take-private deal closes Check it out (link in the comments) + be sure to subscribe!

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You can’t overcommunicate with a communicator.* One reason former reporters make exceptional communications professionals is we know how to ask questions in order to pull the answers we need from leaders and we know what questions to ask because we instinctively know what the public expects. Will there be times when not every question can be answered immediately? Of course. But giving comms pros access to information that can’t yet be shared still helps them strategize. Having the big picture helps the planning process. If your communicator is too intimidated to ask questions, that’s a problem that needs addressing. If your communicator isn’t trusted, same. Are they not trusted for valid reasons? Or not liked because they press hard for information? Two different scenarios. Leaders, encourage those who surround you to share information. Yes, info is power, and that’s the point. Your communicators hold the power, in part, to your reputation. Arm them with information. *One example where this does not hold true is during a crisis. Please don’t inundate us with minituea, rather follow the BLUF method. (Bottom Line Up Front) Communicators will always ask for more details if they need it. Trust me on this.

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As I was planning for the new year with my team, we started talking about how much the communications landscape has evolved—and what it means for us moving forward. The conversation quickly turned to some of the trends we’ve been noticing and how they’re shaping our approach. Here are a few themes we kept coming back to:   🤖 AI is everywhere: One of my colleagues shared how they’ve been experimenting with AI for brainstorming, and the results have been incredible. We’re using it to help generate creative ideas faster and analyze campaign performance in ways we never could before. While these platforms don’t replace the strategic thinking of our team, this year I see AI playing an even bigger role in smarter audience segmentation and predictive analytics—helping us communicate better and anticipate what our audiences need before they even ask.   🎯 Personalization drives results: With the line blurring between B2B and B2C communications styles, personalized content isn’t just nice to have—it’s a must. After all, no one wants to read something that doesn’t feel like it’s meant for them, right? Moving forward, we’re focusing on delivering the right message to the right people at the right time. It’s not always easy, but it's one of the biggest opportunities to make a real impact.   🎥 Video is still king: Someone on the team pointed out how much video has driven engagement this year, and they’re right—whether it’s a quick explainer, behind-the-scenes footage or a heartfelt story, video is one of our most powerful tools for dynamic storytelling. As we look ahead this year, we’re focusing on how to integrate video even more seamlessly into our strategies, ensuring every piece we create has impact and purpose.   🌍 CSR showcases your mission in action: One of the most exciting parts of the discussion was about Corporate Social Responsibility (CSR) showcases the impact of our Mission. When we embed CSR into all stakeholder communications, it helps our storytelling align with our values, builds trust among our audience and creates stronger emotional connections. This integration is essential for meaningful engagement moving forward. That conversation left me inspired and ready for what’s ahead. As communicators, we’re at the forefront of SO much change, and this year feels like a year full of potential. What trends are you planning to focus on? #FutureOfCommunications #Trends #Communications #ContentStrategy

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