In a powerful roundtable organized by REACH (Resource Group for Education and Advocacy for Community Health) in Mumbai, experts from across the healthcare and media landscape gathered to confront one of the most pressing challenges of our time: the growing burden of non-communicable diseases (NCDs) in India. With NCDs accounting for over 60% of all deaths nationwide, the urgency of the moment was palpable. But beyond the sobering statistics, the event emphasized an equally important message—how the way we talk about NCDs can shape how we treat them.

Speakers like Dr. Usha Sriram and Dr. Supriya Arwari drew attention to deep systemic gaps in prevention and early diagnosis, especially among women and adolescents. Their insights resonate strongly with the ethos of the GMDP Academy, which underscores the importance of competency-based education that is inclusive, person-centered, and responsive to social determinants of health.

Why Media Matters in Health Education

“The word ‘cancer’ evokes fear and is often equated with a death sentence,” shared Dr. Vandana Dhamankar of the Indian Cancer Society. Her call to simplify messaging and spotlight survivorship stories reveals a key intersection between media and medicine: the power of storytelling in shaping public perception, policy, and patient behavior.

This aligns with GMDP Academy’s emphasis on Medical Affairs and Health Economics (Module 2), where participants learn how to ethically engage with external stakeholders—including the media—to promote accurate, life-saving narratives. The Academy also integrates modules on leadership, patient engagement, and digital communications, reflecting the increasingly strategic role that communication plays in health outcomes.

From Misinformation to Meaningful Messaging

Mr. Viswanath Pilla, Senior Editor at Moneycontrol, warned against misinformation and called on journalists to return to foundational values: factual accuracy, unbiased reporting, and solution-oriented storytelling. These journalistic principles mirror the educational imperatives in pharmaceutical medicine, where regulatory compliance, ethical conduct, and scientific integrity are not optional—they’re essential.

The GMDP Academy’s curriculum, rooted in global standards like those articulated in Grand Challenges in Pharmaceutical Medicine (Silva et al., 2021), prepares professionals to navigate not just clinical challenges, but also societal ones—including how health is perceived, debated, and ultimately acted upon.

Building a People-First Ecosystem

One of the roundtable’s most poignant moments came from retinoblastoma survivor Preeti Phad, who reminded attendees of the transformative power of compassionate, person-centered care. Her story emphasized that health communication must be as human as it is accurate. This perspective is reflected in GMDP Academy’s emphasis on ethical leadership and patient-centered training across its certification programs.

Conclusion: The Power of Partnership

India’s NCD crisis is not just a medical issue—it is a media, policy, and education issue. The REACH roundtable underscores that combating NCDs requires cross-sectoral collaboration, narrative integrity, and a commitment to health equity. GMDP Academy stands at the forefront of this mission, empowering professionals across the medicines development lifecycle to drive not only scientific innovation but also public understanding.

In an era where misinformation can cost lives and compassionate, evidence-based storytelling can save them, competency in both communication and clinical science has never been more important.

References

REACH. (n.d.). About Us. Resource Group for Education and Advocacy for Community Health. Retrieved from https://www.reachindia.org.in

REACH. (2025, April 12). Non-Communicable Diseases emphasize the importance of active media engagement in Public Awareness – Experts. APN News. https://www.apnnews.com/non-communicable-diseases-emphasize-the-importance-of-active-media-engagement-in-public-awareness-experts/Silva, H., Stonier, P., Kerpel-Fronius, S., & Dubois, D. (2021). Grand Challenges in Pharmaceutical Medicine: Competencies and Ethics in Medicines Development. Frontiers in Pharmacology, 12, 666406. https://doi.org/10.3389/fphar.2021.666406

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