Drugmakers: Take a Note From P&G, and Generate Some Goodwill

screen-shot-2016-12-15-at-2-24-32-pmNot too long ago, at Digital Pharma East in Philadelphia, an amazing idea dawned upon me. This happened in the wake of several presentations, including a no-holds-barred, how-did-we-let-it-get-this-bad, in-your-face exploration of recent PR industry blunders (read: Valeant, Turing, and Mylan) by Heartbeat Ideas’ Bill Drummy.

Public opinion of the pharma business is at an all-time low. Along those lines, Bill quipped that we are on par in the public-approval ratings with the tobacco industry. Perfect. They try to kill you; we try to save you. Then came a presentation by an Allergan digital marketing exec, who shared a touching commercial sponsored by several P&G brands (if you haven’t seen it, grab some tissues and watch it here.)

Here’s the idea: What if we set aside our competitive natures, flew in the face of our lawyers’ fears of collusion, and got together as an industry to improve perception? It’s time that we came together and spoke with one voice and one goal: improving public health and highlighting what we do to help people live longer and healthier lives.

Read the full article at MMM-Online


Zoe Dunn
Zoe, co-founder and principal of Hale Advisors, is a digital marketing and communications specialist with more than 15 years of experience in the healthcare, pharmaceutical, and consumer products industries, driving results for clients’ business through multi-channel strategies. Prior to co-founding Hale Advisors, Zoe helped build Sapient’s North America Healthcare team, developed numerous knowledge management events focused on digital, social, and mobile for the healthcare industry, and worked on both the agency and commercial marketing sides of the pharmaceutical industry.