Pharma · 2023
Communications Challenges in the Pharma Industry
How effective is pharma at getting its messages across to an increasingly (mis-)informed audience?
Comms Talks: Pharma is the first edition of Comms Talks - a series of six sector-specific discussions designed to foster dialogue between in-house teams, agencies, media and media analysis providers. By creating an inclusive, interdisciplinary platform, the series consolidates the industry's silos and offers a critical, multilateral view of the challenges practitioners face. Comms Talks is a collaboration between Perceptica and EACD, with supporting partners BDVO and AMEC.
The post-event report features analysis of the social media conversation on several key pharma topics, including the online conversation about diabetes, the lack of trust in general practitioners, and the narratives around homeopathy and home treatment.
Here are some key takeaways from the report:
- The online conversation about diabetes - a major recurring topic for pharma comms, mapped through real social-media data so teams know where the conversation actually lives.
- The lack of trust in general practitioners - a structural challenge that shapes how pharma messages are received, interpreted and re-shared online.
- Homeopathy and home treatment - a competing narrative space pharma teams must understand if they want to communicate effectively to an increasingly self-informed audience.
This report shows a small part of Perceptica's capabilities. For a custom, more detailed analysis, get in touch - we combine media-listening technology with expert analysts to deliver insight that fits each pharma communications brief.
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