"We have to consider criticism, where it is fair, and explain our case where it is mistaken," Lawton adds. "However, where it is deliberately distorted by narrow mindedness and ignorance, we must assertively counter those criticisms without descending to the level from which they come. We need to be aware that if we behave like a beleaguered industry, we run the risk of becoming one."

Sarah Houlton, PhD, is Pharmaceutical Executive's global correspondent. She can be reached at sarah@owlmedia.co.uk