“En Genérico” featured an insightful piece by Cristina Rodiera, head of the Health division at ATREVIA. She discusses the turning point in communication within the pharmaceutical industry and how it’s the perfect time to “place the industry in its rightful position.” Below is the full interview.
“Is there anything we value more than health? Definitely, no. It’s the main asset of the sector, interest is guaranteed. This attention has been amplified during the pandemic, prompting unprecedented focus on industry developments, turning it into a beacon of hope.
The pharmaceutical industry has traditionally relied on solid, specialized, and professionalized communication teams, facilitating access to trusted sources and top-tier spokespersons. The industry stands out as an economic driver, providing quality employment and serving as a model for female talent and progress toward gender equity.
In contrast, it hasn’t quite managed to fully showcase its immense contribution to science, the merits of its research, or gain social empathy, as its reputation has often been questioned. Why? Perhaps because its communication has been bound by regulatory restrictions and a certain ownership, inward-facing rather than outward, in a realm exposed to both stereotypes and fake news. “Breaking out of the shell” has been a endless challenge.
The industry has always prioritized collaboration with institutions, healthcare professionals, academia, and associations, always keeping the patient at the center. However, the “everything for the patient but without the patient” approach in some projects, which didn’t involve the patient from the onset, questioned the premise of patient-centricity until a real co-creation with patients and other stakeholders was initiated for joint initiative development.
The renowned scientist Mariano Barbacid stated in a recent interview with El Mundo: “I continue to research. I just need neurons and funding”. Needless to say, the industry plays a significant role in this statement, with its contributions making the grandeur of research possible. Last year, Spain authorized more than nine hundred drug clinical trials, according to the Spanish Registry of Clinical Studies of the Spanish Agency of Medicines and Health Products, most of which were driven by pharmaceutical companies.
Now that the social perception of the industry has improved, it faces a double challenge of solidifying its current reputation and expanding health outreach beyond pathology, raising awareness about prevention, self-care, and healthy habits. This would be an active contribution towards better health education and a society with greater well-being.
To position the pharmaceutical industry where it deserves to be, it’s essential to give prominence to its corporate purpose and establish a new narrative that appreciates the effort to develop solutions to save lives.”