Pharma comms in the age of austerity
Posted on 13. Aug, 2010 by phaedrus in Communications, Health, Industry, News, Web 2.0
This month’s issue of Pharmaceutical Marketing (PM) contains a fascinating look at the road ahead for the pharmaceutical industry in the age of austerity. Aurora MD and co-founder Claire Eldridge’s cover story insights are realistic yet optimistic. Click here to read the article.
With massive health service funding cuts pledged by the Lib-Cons, the pharmaceutical industry is going to have to spend its own money more wisely than ever and work efficiently and effectively with its biggest ‘customer’, the NHS. This means extra challenges for healthcare communicators and an improved understanding of modern communication trends. With NICE firming up their door policy of late, all key stakeholders need to conduct conversations early on to establish the rationale for new healthcare products.
The rise of digital, and in particular, social media (SM) channels of communication has coincided with the global recession and the smart-minded healthcare communicator will be taking steps now to make the most of this impactful way of engaging. SM in pharmaceutical communications has its own set of pitfalls but Aurora has published a series of videos on our YouTube channel, We Hate Social Media, which will help guide you through this apparently misty landscape and let the love shine through. Also in August’s PM is a contribution from Aurora’s other MD and co-founder, Neil Crump, on the risks and opportunities associated with pharmaceutical industry engagement in social media.
The age of austerity brings challenges that initially may seem treacherous for the pharmaceutical industry, but engaging with these challenges head on and understanding the current situation is sure to smooth the road. As Claire points out, the post-war ethic of austerity was coupled with a national feeling of hope and opportunity for the future. The 21st century equivalent is very different but the same fundamental positivity can be embraced. This period can teach the pharmaceutical industry good lessons about economy, efficiency and sustainability that will be beneficial in years to come.
