3 Years, 5 Lessons: What I’ve learned (and unlearned) working in health comms
By Jaquie Pantoja – Digital Account Director
November 2025 marks three years since I joined Curious Health Communications, time has flown by and I must admit, it’s wild to look back and realise just how much has shifted, not just around me, but in me too.
Year three, in particular, stretched me in all the best ways. It pushed me to think more critically, work more strategically, lean further into the unknown, and the best of all… it pushed to unlearn so many things in the process.
So, here are five things I had to unlearn during my third year at Curious Health
1. Unlearned: That expertise is only about craft.
Today, it’s also about choosing the right tools, asking better questions, and knowing when human insight is the differentiator.
At the start of the year, I turned into the agency’s in-house AI nerd, reading, testing, and experimenting with every new tool, article, and webinar I could get my hands on, sometimes it was even embarrassing how excited I was to show the team this new tool I’ve used.
But for me, it wasn’t about jumping on trends, it was about understanding how to use this shift to drive real value for our clients. By mid-year, that curiosity evolved into action I was helping define how we use AI as an agency, leading team training sessions, creating Custom GPTs, helping to shape our internal AI policy and user guidelines, and worked with the team to apply AI in a way that sharpens our work, not shortcuts it.
And here’s what I’ve really learned: The most powerful results don’t come from AI, they come from the strategic thinking we apply to it.
We’re using AI to analyse audience behaviours, surface insights from complex data, and identify opportunities faster, not to replace creativity, but to inform it. That means better briefs, sharper strategies, stronger outcomes. It’s not about speed for the sake of it, it’s about clarity, focus and delivering more impact for the people our clients are trying to reach.
2. Unlearned: That showing value means doing more…
The real value comes from contributing better and guiding clients to better outcomes.
This year, I’ve leaned deeper into strategy, not just in theory, but in practice. From guiding clients on brand positioning and shaping content that’s AI-discoverable, to unpacking social listening data and refining messaging based on real audience sentiment, I’ve seen how early, strategic involvement changes everything.
One of the spaces where this really came to life was through our Curious COMPASS work, a tool and process designed to help clients make clearer, faster, better-informed decisions. I’ve had the chance to be involved in several of these projects, and what stands out every time is how powerful it is when we go beyond execution and step into facilitation, insight, and strategic guidance.
And here’s the bigger learning: The clients who bring us in early, who value thinking over tasks, and trust us to co-create are the ones who get the most from our partnership.
3. Unlearned: That speed is the ultimate goal.
In truth, the future of health comms isn’t about content volume and speed, it is about the integrity behind it!
With content being created faster than ever, sometimes by people, sometimes by prompts, the one thing that’s becoming truly scarce is authenticity.
In health communications, that’s not just a “nice to have” it’s essential. Patients, HCPs, clients… they don’t just want information. They want clarity. Humanity. A voice they can trust.
This year reminded me that no matter how smart our tools get, what builds trust is not the content volume… it’s the integrity behind it.
We’ve been helping clients create communications that don’t just tick regulatory boxes, but actually sound like them. We’ve advised on content that aligns with brand tone and stays discoverable by AI. And we’ve had real conversations about when not to automate because preserving a brand’s voice matters more than publishing faster.
The trust our clients place in us to represent their message, protect their brand, and understand their audiences is our strongest policy. It’s what makes us more than a vendor.
4. Unlearned: That being good at your job means always knowing the answer.
Sometimes it means being brave enough to say, let’s figure it out.
Between the AI disruption and shifting expectations, there’s no rulebook right now. And honestly? That’s exciting.
This year, I’ve learned to get more comfortable with uncomfortable situations, to ask better questions, and to trust collaboration over perfection. We don’t need to have all the answers, but we do need to be curious, fast learners, and willing to test things out.
5. Unlearned: That growth only happens in ideal circumstances.
The last three years have taught me that you can evolve, even in the middle of real-life challenges.
When I joined Curious Health, I was navigating one of the worst and more challenging experiences in my life: grief, something that’s quietly shaped every single year I’ve spent here. And yet, these past three years have been some of the most transformative of my career.
Not because everything was smooth or easy, but because I had space to grow professionally while navigating what was happening personally. That space, that support, and that understanding made all the difference.
It’s easy to think that growth only happens when we’re at our best. But sometimes, it’s when life is hardest that you build the strongest foundations, in your mindset, your values, and your work.
And for that, I’m deeply grateful.
Here’s to many more years of learnings and (unlearnings) with the greatest team at Curious Health!
