Public Relations: Communications Delivery Chain - Pharmaceutical Executive


Public Relations: Communications Delivery Chain
To regain consumers' trust, pharma must better communicate its mission, goals, and policies.

Pharmaceutical Executive

How do you then encourage consumers and patients to take a proactive approach to their health?

We have to do more than encourage them. There is no nationwide public education curriculum or policy on health. Many school systems don't even offer health education and those that do tend to be rather narrowly focused on safety issues that are right in front of the kids' noses, like drug and alcohol abuse. But there's another message that children need to get and that is to understand the value of healthy habits and the significant impact that basic life behaviors have on long-term health and well-being. Enabling our school systems to incorporate such curricula as a way of life can really make a difference.

How are companies assessing the effectiveness of their communications with the public?

Within every leading pharmaceutical company, there are multiple activities, programs, and investments that could be put to better use from a public-health and reputation standpoint. So it would make good sense to take an inventory of existing programs in the company to determine which of those truly represent best practices. We're all comfortable with the transparent and the obvious. But the idea that the best way to get from Point A to Point B is a straight line doesn't really hold true when it comes to communications. In communications, having the endorsement or echo chamber of a third party is extraordinarily important. And now it is especially important to build new partnerships and ensure that indirect and direct channels, such as advertising, are fully leveraged. What's most encouraging is how the pharmaceutical industry has recently taken significant steps to re-examine its own policies and ask itself how it could be doing a better job of direct-to-consumer advertising. That's certainly an important step. I like to think that PR means powerful relationships. To build relationships requires mutually beneficial experiences, dialogue, and a content-rich, interactive technique.


Tina Simitz
Edelman's life sciences division added four new clients: the California Institute for Regenerative Medicine, Genitope corporation, Ikaria, and Tercia. Edelman will also be the agency of record for Medcom USA • Ovation Pharmaceuticals retained HealthInfo Direct to implement its corporate communications plan and redesign its Web site.


Deanna Holland
Financial Dynamics opened an office in Hong Kong; Diana Footitt will direct communications programs in the new Asia office.


Access Communications hired Nicholas A. Squittieri as medical director. • Perla Copernik joined Burson-Marsteller as director of its US healthcare practice. • Douglas Linton was selected as president of ValueCentric's consulting group. • Infomedics selected Michael Ball as vice president of marketing and product management. The company also elected Stuart Samuels to its board of directors. • Adient, a division of CommonHealth, promoted four: Jennifer Cerulli and Tina Simitz to vice presidents, account group supervisors; Deanna Holland to vice president, account supervisor; and Michael Sahns to assistant account executive. The company also hired eight: Tom Maples as group copy supervisor, Todd Williams as group art supervisor, Daniel Anderson as art director, Antoinette Portelli as senior designer, Paul Triolo as senior traffic coordinator, Michael Koch and Kimberly Wong as traffic coordinators, and Timothy Groeger as production assistant. • Dipika Dabhi and Conor Fogarty joined Fogarty, a CommonHealth division, as program coordinators. • Laura Perry was hired as vice president, account group supervisor at CommonHealth's Altum.


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