Is Healthcare Communications Putting its Own Future at Risk?
Aline Rogers, Healthcare Communications Association
About this talk
The Healthcare Communications Association (HCA) runs an annual Agency Benchmarking Survey to track trends in provision of healthcare communications services to the pharmaceutical industry. Activity patterns are changing, with a shift towards digital communications, more work being done in specialist areas such as market access and public affairs and a move away from traditional brand PR towards the unbranded/medical education end of the spectrum. Meeting these new challenges requires investment in staff and resources, at a time when consultanciesÃ¢ÂÂ profit margins are increasingly under pressure as clients look to squeeze more from their budgets. The latest HCA report contains some stark findings that illustrate the threats our industry faces if a cost-containment approach is allowed to dominate decision-making. If the trend is allowed to continue it could lead to healthcare communications becoming a devalued commodity and everyone losing out.