There were three standout themes for health-focused PR agencies in the latest Pharma In Focus White Paper (Marketing in Australian Pharmaceutical Companies in 2015/16). They were creativity, procurement and quality.
First creativity. Boy, what a can of worms! Agencies say clients “place little value on creative solutions, preferring a tried and tested approach”. Well that may be the case with some companies. But agencies also acknowledge that clients “called for creativity in tackling problems”.