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It’s not difficult for communications agencies to describe themselves as health-focused or experienced in the medical sector. It may be that a modest amount of health-related exposure triggers an idea in an agency about a new and lucrative area of work. This can generate a challenge for medical brand managers or pharmaceutical procurement professionals who are keen to identify agencies with genuine expertise in clinician-facing communications. In this article we offer some su

By Martin Palin Key takeaways Health PR translates complex clinical, regulatory and health information into clear, credible stories that build understanding, trust and engagement. Unlike general consumer PR, health PR operates within strict regulatory and ethical boundaries, including requirements set by the Therapeutic Goods Administration (TGA) and the Medicines Australia Code of Conduct. This requires specialist knowledge, robust evidence and careful management of patient