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”.
What kind of communications approach can turn the launch of a new report or new clinical data into a real campaign of advocacy?
It’s a more important question than people realise.
Marketers get all worked up about the possibility of using PR because they’ve got some new clinical paper being published or they’ve commissioned some expert to do a big review of their disease area.
Why are Sonia Kruger’s views on immigration regarded as legitimate news?
It’s a question some very experienced and respected journalists continue to wrestle with.
ABC broadcaster Richard Glover seemed at a loss recently to explain how someone’s views on immigration could possibly constitute genuine news.
He commented last week1 that “the surprise for me is that [celebrity opinions] are picked up by other media and then reported as if it’s news in itself. It is a change from even five years ago”.