Please login to the form below

Not currently logged in
Email:
Password:

Tracking comms trends: tackling reputational issues head on

From multi-disciplinary teamwork to pharma’s reputation, value and access to global briefs, our contributors tackle some of the key topics in communications today

Publicis Life Brands Resolute Emma KnottExploitation. Nightmare. Corruption. These are just three of the words that appear on the first page of results when you Google 'pharmaceutical companies' online. Let's face it – the pharmaceutical industry doesn't have the best reputation in town. It's suffered some major blows historically and, as a result, it's the industry that the public just loves to hate. With this in mind, pharma needs to work hard on its reputation – after all, success in business relies upon building the right relationships with the right people and those relationships only flourish with trust and respect at the centre.

However, strong, positive reputations can be developed... even in pharma. A recent PatientView survey showed that the reputation of the pharmaceutical industry is on the rise – currently reaching a four-year high. This suggests that pharma is starting to take notice and taking a positive step forward.  So what is it doing right?

Live your personality
People will more easily trust people they can see or hear over faceless companies, so establishing the right personality for your company is key. And for this, you need a team of company leaders and spokespeople that embody the values of your company. Just look at the likes of Google and Virgin – the personality of their leaders shines through into the brand image and as a result they have two of the strongest brand identities around.

Be transparent
If you want to be trusted and respected, you need to be open and transparent with your audience. Be clear and honest in what you say, avoiding 'safe' or closed communications wherever possible. With the rise of social media, transparency is more important than ever – there's no longer anywhere to hide!

Be consistent
There are a whole host of stakeholders in pharma - HCPs, policy-makers, shareholders, employees and, most importantly, patients. And a multitude of channels to reach them all - be it event, advertising, PR or digitally driven. Messages must be tailored to the different audiences and channels, while ensuring they remain aligned with a consistent tone and personality running through all communications.

Be responsive
If a potential issue emerges, you need to act and act fast. Companies need to be agile enough to identify an issue early and, if necessary, put the right communications in place. We work closely with our clients to ensure they have the right procedures and processes in place to enable them to react quickly and efficiently.

It's great to see pharma is beginning to change its approach to corporate communications - and with the EFPIA disclosures fast approaching, it's more important than ever for pharma to stay proactive. As the saying goes: 'It takes 20 years to build a reputation and five minutes to ruin it.' If you think about that, you'll do things differently.

Article by
Emma Knott

is account director at Publicis LifeBrands Resolute

27th June 2016

From: Marketing

Share

Tags

Featured jobs

Subscribe to our email news alerts

PMHub

Add my company
Merrill Brink International

Merrill Brink International is a leading provider of life sciences, legal, financial, manufacturing and corporate language solutions for global companies....

Latest intelligence

patients
Retaining reader value in plain language summaries of clinical studies
Balancing the risk of misinterpretation with the public’s ability to understand simplified plain-language summaries...
Can we talk about the ego-bias and chemicals influencing your target audience’s behaviour?
Over the Summer, the Page & Page team became fascinated by two books on this very subject. Two books from one author, Dean Burnett, an eminent neuroscientist, lecturing at Cardiff...
Paris
Making Europe a leader in bioscience: boosting trust and opening minds
A vision of Paris as Europe's leading hub for life sciences innovation...

Infographics