July 14, 2008
PR View by Helene Ellison
When pharmaceutical companies choose to maintain a favorable and high-profile media presence, the benefits are commercially advantageous, with measurable corporate, investor and marketing and sales impact.
Today's media have become borderless in terms of global reach and access to information that can positively or negatively impact the international profile of a company, franchise or brand. Recognizing that news coverage lives forever in archives and online, the role of influential third-party relationships provides an important way for pharma and biotech companies to establish credibility and enhance corporate image.
Companies that build strategic alliances with key opinion leaders and constituency groups have a means to ensure that information is delivered with medical value—and not left to the discretion of investors.
Establishing a methodology for communications requires the formal alignment of internal and external stakeholder communications to support every milestone and event that can be leveraged to drive awareness of the value of a company and its portfolio.
This requires: Systems for sharing all information about a brand and company with global team members who are integrated across all media, educational and promotional initiatives; collaboration with third parties to leverage earned media and advocacy on behalf of clinical trials, corporate announcements, patient testimonials, data results, publications, regulatory milestones, sponsorships and thought leader reactions to data; media and medical program tracking to make sure that brands are appropriately featured in all news and presentations; and proactive communications to maintain control over perception of corporate and brand news.
Helene Ellison is president and CEO of HealthSTAR PR