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

Hale Advisors - Pharma and Generating GoodwillNot too long ago, at Digital Pharma East in Philadelphia, an amazing idea dawned on 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 above.)

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.

I know that PhRMA is supposed to be our collective industry voice. But with all due respect, PhRMA’s focus is speaking on our behalf to the FDA, not generating goodwill among the general public. I bet no one in the general populace knows PhRMA even exists — but they sure as heck know about that goofball Martin Shkreli.

Read the rest of this article on MM&M

If you liked this article, check out: Why Pharma Refuses to See Value in “Influence”

Zoe Dunn
Zoe Dunn, President and CEO of Hale Advisors, is a digital marketing and communications specialist with over twenty years of experience in the field. She has extensive experience in both the agency and commercial marketing side of the pharmaceutical, medical devices, and biotech industries.

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