The story behind Rupinder Sohal

Bedrock Healthcare Communications spoke to Associate Account Director, Rupinder (Rupz) Sohal about her career in medical communications, what she’s learnt at Bedrock, and why a passion for learning is her best career development advice.  And much more…


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What makes Bedrock such an inspiring place to work – by our own people

Bedrock is a thriving independent and award-winning healthcare communications agency, now into our 11th year. We design and deliver compelling, insight-led medical communication programmes that build beliefs and shape behaviours to help healthcare professionals and patients make better decisions. As a result, lives can be transformed by the work that we do.

For many of us, this is a significant motivator for working in healthcare communications. But what makes a career with Bedrock different to other options in this highly rewarding field? Why choose us to create the best work of your life? Who better to ask than our very own team?


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ARISE – a strategic healthcare communication planning process from Bedrock

We believe that the most impactful medical education experiences start with a clear understanding of what’s compelling to the audience. What do they need to know that will make them think, feel, and do differently?


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The story behind Marie Little

Bedrock Healthcare Communications talked to MD Marie Little about her career in the medical communications industry, why she joined Bedrock, her thoughts on our culture and the advice she would give to someone starting out in the industry.  And much more…


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The story behind Chloe Mitchell

Bedrock Healthcare Communications asked Chloe Mitchell, a few questions about what attracted her to the medical communications industry, what motivates her, and advice she would give to someone starting out in the industry.


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Remote communications – getting the message across to HCPs

Marie Little. Managing Director. Bedrock Healthcare Communications.

Remote communication is nothing new, but has become a mainstay for pharma, agencies and healthcare professionals (HCPs). In a survey by IQVIA, HCPs said “increased remote engagement will be lasting and should continue being used to supplement face to face contact.” Determining what that combination looks like will be an ongoing challenge – and has rightly made pharma and its associated agencies think differently about how best to reach and bring value to HCPs.


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A day in the life of Emily Wigginton, Head of Client Services

How do you start your day?

If I am honest, these days I don’t set an alarm. I don’t need to as our daughter, Daisy Bea, IS the alarm; anywhere between 6:00 and 6:30 am, typically. Early enough! It is then a whirlwind of throwing together breakfasts, making tea, not drinking the tea, tea going cold, sipping cold tea, throwing school gear together, attempting another new, crazy hairstyle (on Daisy Bea, not me – hairstyle of her request), quick dance routine (this morning was Ice, Ice Baby and I Am A Zombie!), bundling into the car, school drop off, home, making another cuppa, drinking it hot this time and finally settling down to work. I already feel like I’ve done a day’s work 😉

Bedrock Health Communications Head of Client Services, Emily Wigginton smiling.

What do you do at Bedrock?

I lead our Client Services team, continually striving for excellence. I am really passionate about building strong, proactive and happy teams, always with a close (eagle) eye on the bottom line.

My typical day…

There is no typical day! It is one of the things I love about my job; it is never dull, every day is different. My day can swing from forecasting, joining client calls and reviewing estimates to mentoring/coaching, developing and implementing new processes, interviewing, management team meetings, problem-solving and new business opportunities … and the list goes on. It is great to be kept on my toes and the variety of the role is what inspires me. For me, it combines a love of relationship building, multitasking, creativity, unearthing insights, and strategic thinking – I cannot imagine doing anything else … apart from perhaps being a travel photographer, trotting the globe (a girl can dream!).

Which Bedrock value resonates with you the most?

It must be ‘Truly Passionate’ – uniting and challenging to succeed together. Passion for what we do is a vital ingredient! We have to bring it by the bucketload in all that we do, with an absolute focus on driving success.

What do you do after work to relax?

There’s not much ‘relaxing’ with a 6-year-old about, but it is fun! I prefer to be busy. I took up cycling 6 months ago after 30+ years of not riding a bike! I have been loving it and, with a bit of preparation and focus, I can occasionally get myself out at lunchtime for an hour’s ride, which is great for re-energising. Last month, I entered my first sportive and cycled 42 miles, so I can now add my medal to ‘Daddy and Daisy’s medal board’. In lockdown, I also bought a stand-up paddleboard and it is the best feeling to be out on the water in the sunshine! In the evenings, after all the activity when I can finally relax, I can often be found enjoying my favourite tipple, Aperol spritz.

If I didn’t work as Head of Client Services …

To return to an earlier comment, in a parallel universe, I would love to be a travel photographer. I would spend my life exploring the world, soaking up the different people, cultures, food, smells, beaches, and art … capturing earth’s most beautiful places and moments.


Reflecting on 5 years at Bedrock

Laura Redman, Senior Account Manager, will soon be celebrating 5 years at Bedrock. Here, she reflects on what the last 5 years have meant to her.

I can’t quite believe I’ve been working at Bedrock Healthcare Communications for 5 years already! I arrived fresh-faced, ready to embrace agency life and learn new skills. Today, I am sat here (not so fresh-faced) able to talk about some amazing experiences, having had the opportunity to work across a broad range of projects in a variety of therapy areas – the reason why I joined Bedrock in the first place.

Over the last 5 years, I have worked on projects that help tell compelling stories, which drive a change. What better way to tell a story and stimulate conversation than by producing a short film. Working closely with our client, Celgene, we produced ‘This is Axiom’ to explain complexities of managing healthcare and challenge existing perceptions. This project was a joy to be involved with, and I even managed a short cameo on screen! It was such a fantastic insight into the film industry and the tricks of the trade and, better still, it was award-winning work. In fact, it has won 10 awards across the healthcare and film industry (watch it here: It will be one I talk about until I am old and grey, I am sure!

As well as working on award-winning projects, I have learnt that insights are critical to designing and delivering compelling communications. While working on a multiple sclerosis (MS) project, I spent a few months travelling the UK, meeting and interviewing patients so that we could develop impactful materials, which other patients could benefit from. It was incredibly humbling listening to their stories and how they cope with the limitations caused by MS with such positivity. One woman told me how she had faced the difficult decision of stopping her treatment to have a baby, terrified that her condition would deteriorate as a result. Having access to the right information, along with support from her healthcare team, allowed her to make an informed decision and highlighted how important this industry is in empowering patients.

I have also been incredibly lucky to work among some of the most inspiring and talented people I have ever met (or in some cases, yet to meet. Thanks lockdown!). I have learnt new ways of thinking and working through regular team best-practice sharing sessions and have been inspired by the ideas and creativity generated. I wouldn’t be where I am today without such a great bunch of people supporting me along the way.

Finally, I must mention the many social events we have had over the years. At Bedrock, our Christmas parties, games nights and bake sales always bring together the team for a laugh.

Five years at Bedrock: top five moments

Laura shared her reflections on the last 5 years at Bedrock, but what about the social events from the past 5 years? Here are her top five moments (in no particular order):

  1. Christmas at Chewton Glen – the most spectacular setting for a Christmas party and one I will never forget.
  2. Channelling my inner Mary Berry for several bake sales – I have enjoyed baking lots of sweet treats over the years and am even more proud that this has contributed to several amazing causes, including the Alzheimer’s Society and Macmillan.
  3. Communique awards – it is true when they say the Bedrock team love to party. Arriving home as the sun was beginning to rise is testament to that!
  4. An evening at the theatre – this is one of my favourite things to do, so I thoroughly enjoyed a night with the Bedrock ladies watching The Rocky Horror Picture Show. We are so lucky to have a social committee that regularly (restrictions permitting!) organise events throughout the year.
  5. Lockdown treats – we are incredibly fortunate that, despite being at home throughout lockdown, the company has made everyone feel included and appreciated with surprises arriving on our doorsteps every now and then. These little treats have been so wonderful through the doom and gloom, and it’s been a great way to unite the team when we can’t be together.

Effective use of social media: learnings from our ‘greenhouse’

Photo by Franki Chamaki on Unsplash

Written by Victoria McAnerney, Senior Account Executive

This month’s company learning ‘greenhouse’ session focused on maximising the impact of data and social influence: two key topics to consider when effectively engaging with audiences and developing social media strategies.

Here are my three key takeaways to make our clients’ data stand out from the crowd.

  • Ensure external experts tell a memorable data story – combine a greenscreen video of your expert with your data to show on screen interaction with the data while discussing their point of view. This provides focus for the narrative while also delivering a much more creative and engaging video.
    • A great example of a video that has used this approach included an expert walking across a map of the world on the screen while explaining global and country statistics to make the data come to life.
    • Metrics for videos such as these have shown higher audience memorability scores demonstrating their greater impact, compared with static, formal data presentations.
  • Patients trust information when content is more relatable – working with a patient to be at the heart of the message is key in driving engagement with this audience.
    • A patient’s interpretation of complex scientific information, which some people may otherwise have difficulty understanding, increases access to the information, raises awareness and creates further interest for wider audiences.
  • COPE – Create Once, Publish Everywhere – at Bedrock Healthcare Communications we always look to add value to the materials we develop by maximising audience reach through utilising the content across multiple channels (e.g. webinars, symposia, online media and print). We have achieved this effectively in disease-awareness campaigns by using key messages across banner and poster design materials to create maximum reach and impact.