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European Biopharmaceutical Review

Get the Message

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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Gianfranco Chicco
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Bob Chandler
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