HEALTH COMMUNICATIONS AND THE ZEITGEIST The ways we find out about health are changing at breakneck speed. It is part of the biggest revolution in knowledge since the invention of printing. Look at this 2003 Hyderus presentation.

ISSUES IN DEVELOPMENT Here is a 2003 overview prepared for Hyderus for one of our clients. It has been slightly edited for the Website (to remove client-specific references) but it’s still a useful introduction for anyone looking for an overview of trends in the field.

DAMAGE TO YOUR REPUTATION COULD LOSE YOU YOUR JOB It used to be just bad PR. These days, corporate reputation is an asset and management has to answer to shareholders on how the asset is managed. Here is a presentation for Marketing Week’s Summer School using the unique system developed by our partner, Baird’s Communications Management Consultants

DIRECT-TO-CONSUMER COMMUNICATIONS IN EUROPE It’s legal, possible and cost-effective but the pharmaceutical industry doesn’t do it because it’s still too easy to make money the old-fashioned way. Read this article by Mark Chataway from Pharmaceutical Executive

ACTIVISM IN HEALTH AIDS activism has changed the way consumers think about treatment. Others have seen that it works and are copying many of the techniques of the AIDS activists. Other groups are developing tactics of their own to push agendas ranging from drug prices at home to access in the developing world. Look at this Hyderus presentation.

A EUROPEAN DTC MODEL It’s not about legalising TV advertising for prescription medicines but it is about adopting the new opportunities that technology offers. Read this article from Pharmaceutical Marketing Online by Mark Chataway.

TARGETING: THE KEY TO EFFECTIVE COMMUNICATION WITH CONSUMERS We all tend to talk best to people like us. Most chronic users of medicines are older. Poor and have less formal education than most. Yet these are exactly the people in Europe who receive all of their medicines with no co-payments or cash costs. No-one talks in about health in the language of the tabloid press which is why so much health communications doesn’t work. Look at this 2004 Baird’s CMC presentation.

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