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European Biopharmaceutical Review
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| When considering communications and
messaging for today’s smaller companies
and, specifically, the biotechnology and
emerging pharmaceutical industries, it is
important to first recognise what sets these
companies apart from their ‘big pharma’
counterparts. These distinctions are
fundamental to what, in turn, drives
some of the key differences in their
communications.
While a handful of
biotechnology companies closely resemble
big and medium-size pharmaceutical
companies in terms of development stage
and progress in advancing drugs to market,
there still remains a significant difference
in the way almost all true biotech and
small pharmaceutical companies approach
communications and, importantly, the
stories they deliver through messaging.
There are macro trends and challenges
that influence how the vast majority of
the healthcare industry is reaching its key
stakeholders solely from a communications
standpoint. However, there are distinct
differences in the respective challenges
these companies face that shape how their
own messaging has evolved to meet the
needs of these industries. |
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As Co-Founder of Biosector 2 and one of the healthcare industry’s
most experienced Communications Consultants, Bob Chandler’s
initiatives on behalf of pharmaceutical manufacturers, institutional
providers, medical technology firms and the biotechnology industry
are widely acknowledged as some of the most enduring and
effective campaigns in recent years. For the past 25 years, Bob has
consulted on a wide range of crises, corporate positioning endeavours and marketing
support programmes. As the former Executive Vice-President and Co-Managing
Director of Burson-Marsteller’s healthcare sector, Bob was responsible for The
Biotech Group, a biotechnology division at Burson.
Gianfranco Chicco, experienced Communications Consultant and
Co-Founder of Biosector 2, is the former Executive Vice President and
Co-Director of the healthcare group at Burson-Marsteller. Gianfranco
managed a large group of professionals and directed corporate, marketing
and issues programmes for Warner-Lambert, Schering-Plough, Sandoz,
Bayer and Parke-Davis. Gianfranco has served as Senior Vice President
and founder of the Health and Science Communications Division of
Rowland Worldwide, where he represented such companies as Sandoz Pharmaceuticals
and McNeil Consumer Products. |
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Bob Chandler |
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