Communications is integral to pharma business functions but increasing pressures risk internal burnout
A new report, ‘Collective Perspectives,’ released by The Difference Collective, has shared insights from senior consultants with nearly 600 combined years of experience on the changing attitudes and challenges facing communications teams in the pharmaceutical industry. The report reveals communications’ critical role in pharma, with 99.9% now seeing communications as integral to business functions.
Angie Wiles, CEO, The Difference Collective, says, “The role of communications is evolving at a tremendous pace in pharma at a global, regional and UK level. Pharma communications teams have a much greater influence over leadership decision-making than they did three years ago. While it’s fantastic to see high-level recognition for the importance of this specialist expertise, the latest business demand for communications counsel and support isn’t currently reflected in higher budgets or staffing for the communications function. Our report reveals that pharma communications teams face increasing pressures and workloads, with widespread reduced headcount and budgets – these are red flags for internal burnout and communications challenges over the year ahead.”
Restricted budgets, messaging that lacks human empathy and the fear of regulatory reprimand are the most significant barriers to effective pharmaceutical communications. With constrained budgets and a lack of skilful direction, communications become less impactful and engaging for patients and stakeholders. The report reveals that 79% of respondents have observed a moderate or significant budget decrease.
In a rapidly evolving and digitising sector, the need for change and transformation counsel is increasing. Since the pandemic, R&D communications has taken on a new level of importance for many pharma and biotech companies.
32.1% believe patient engagement will be the most significant area of communications growth for pharma. This impacts both communications and Medical Affairs teams, which are now embracing greater diversity in clinical trials and real-world evidence generation. Pharma companies are determining what all these changes mean and how they should best resource their business functions.
Social media and creating engaging website content are taking channel priority externally. The pharma companies using these channels most successfully are getting closer to their customers and consumers, using effective planning and creativity to make meaningful engagements.
Collective Perspectives is available to download here.
About The Difference Collective
The Difference Collective is a team of outstanding senior healthcare communicators, purpose-built around client needs, delivering exceptional results by taking a Different and highly responsive approach. The Difference Collective brings together talented, driven, top-flight independent consultants with stellar track records and specialist expertise, to give clients exactly the resources they need, when they need them.