Healthcare communications are most impactful when science and human experience come together, but for teams responsible for healthcare strategy, this is proving to be one of their biggest challenges. We brought together colleagues from patient engagement, medical communications, rare diseases, medical marketing and creative branding to discuss how patients, caregivers and HCPs can contribute to creative development. Patients and caregivers experience healthcare differently from HCPs and industry stakeholders, and often identify challenges that may be overlooked during strategy development. When people recognise their own experiences in communications, trust grows. Educational materials informed by patient perspectives help clinicians better understand what matters most to the people they treat, explain treatment options more clearly and facilitate more meaningful conversations.