* News & Events *

By Chris Bath, Managing Director at Aurora Healthcare Communications

The world is in shock.

Pandemic ‘recovery’; cost of living crisis; rising inflation and geopolitical instability at an all-time high for a generation. We’re in the middle of a polycrisis, and that’s not all.

Around 1.5 billion people will be going to the polls this year, as significant elections are taking place in more than 50 countries which between them hold almost half of the world’s population. 

Uncertainty, then, is a constant we have come to live with. The result of this, is that we have come to crave something many people shy away from: change.

Global change coming to life science is good for all.

The life science industry, often proving to be resistant to most existential crises and pressure, has faced unprecedented low levels of investment, M&A activity and, as a result, lagging clinical pipelines. 2023 saw the lowest number of clinical trial starts since 2018.

If the world is in shock, the industry needs a shock of its own to ignite the change that innovation needs. This change is round the corner.

‘Pipeline in a product’ therapeutics, along with new and complex modalities, that will transform medicine, and, if given the right access environment, will also necessitate a reset, or change, in how we treat disease. Countries are rapidly standing up modern health systems that can accommodate these new innovations (let’s park capacity for a second, because that’s an altogether different challenge) and this rapid expansion requires genuine global expertise.

According to Deloitte, one of the main reasons why larger biopharma organisations miss their growth targets is because of an inadequate understanding of market dynamics and a complete misunderstanding of customer needs. A shameful finding given the hyperconnected world we live in. In today’s world, there really is no excuse, and change is not being embraced to stay in sync with the world today.

A true worldview and ‘global’ expertise then are paramount. But there really is no such thing as ‘global’ when it comes to life sciences. With every border comes a new culture to embrace, a new set of compliance considerations to consider and a new health system to navigate. The reality is that our work needs to resonate with countries and regions far more diverse than the term ‘Global’ allows.

For global strategy to be a success, you need to think ‘Glocally.’

Overcoming tunnel vision by thinking ‘Glocal’

How we tell stories about breakthrough science and the value this delivers to countries with unmet needs, demands a worldview on a range of issues to make sure medicine gets into the hands of those who need it.

Recent changes to EU regulations (for example, the Clinical Trial Regulation and new Medical Device/IVD Regulation) and other market uncertainties, such as cross-border collaborations and their potential impact on market access, are making it increasingly difficult for biopharma and biotech to forge ahead.

For programmes to resonate (and results to follow), multiculture, diversity and the need to consider all stakeholders in the care pathway are important, and that requires more than just a local presence, it necessitates a true understanding of local market dynamics. That means:

• Ensuring clinical trial recruitment materials are trans-created, so they not only resonate in-market, but also, they engage sites and recruit patients, and protocols co-designed with patient experience data.
• Commercial strategies are built with worldwide insight, supporting activities designed to drive uptake of medicines and new technologies through creative-led medical communications.
• Market access plans need to be shaped with payors years in advance of a commercial launch, and the right data generated through clinical development programs to gain reimbursement.
• Building global integrated teams that deliver across time zones to deliver at pace with cultural and compliance understanding built in.

As innovation lays a path for companies to expand internationally, we need to re-calibrate our understanding of the needs of nations and regions and people in a way that demands genuine expertise.

Our clients need partners who understand all these challenges, and in fact are purposefully designed to address and embrace them. So, that’s what we’ve built.

A Global vision with local precision

With decades of experience across every region of the globe, we’ve witnessed firsthand how the nuances of local geographies and cultures influence each phase of drug development and commercialisation. These insights have shaped our approach, leading us to create a platform of services that operate in harmony across the globe, delivering results that are truly greater than the sum of their parts.

By integrating solutions from clinical trial enrollment and medical communications to consulting and advertising, we’ve created an ability to take a wide-angle view, offering comprehensive, end-to-end support that spans the entire lifecycle—from early clinical milestones through to launch and global expansion.

This strategic offering is deeply ingrained in our heritage and our long-standing commitment to Global Health Marketing and Communications (GHMC)—the world’s largest network of independent healthcare agencies. Together, we’ve seen the difference a strategic and sensitive approach to multi-market programmes can make, as part of a deep understanding of healthcare across markets, cultures and codes.

As we seek to deliver change, we need to embrace it. And that’s what a truly ‘global’ partner like Spectrum Science is designed to do. If you want to see what this difference looks like, get in touch.

NEW YORK and MILAN, June 10, 2021 – GLOBALHealthPR, the largest independent health and science communications agency partnership worldwide, is thrilled to announce today that its Italy partner office, Connexia, has been named the official global creative agency for World Blood Donor Day 2021 (WBDD), working on behalf of the World Health Organization (WHO) and key Italian public health stakeholders including the Ministry of Health.

World Blood Donor Day was established in 2005 to raise awareness of the importance of regular blood donations. In particular, this year’s WBDD targets young people (ages 18-25 years) and focuses on the essential contribution this generation can make by saving and improving lives with their donations.

The WHO selected Italy to host this year’s World Blood Donor Day Global Event in Rome from June 14-15. The two-day event will feature a series of special initiatives promoted by the Ministry of Health in collaboration with the National Blood Center (CNS) and donor associations. The inauguration of the Virtual Donors’ Village, a digital space for meetings, scientific symposia and information, aims to raise awareness and provide information on the importance of voluntary donation. A virtual concert will also be held on June 14, featuring Indonesian singer-songwriter Anggun and other special guests. 

Connexia created the concepts for the integrated campaign, developed a communication strategy and deployed all assets on a global level. The slogan for this year, Give Blood and Keep the World Beating, plays on the word “beating,” linking heartbeats and sound rhythms while speaking to the international and intergenerational language of music.

The campaign also features a 30-second film that uses animation to depict the extraordinary journey of a bag of blood — from the donor to the patient receiving it. The act of donating triggers a rhythm and a visual narrative that comes to life through the drawings of international illustrator Margherita Premuroso.

This digital short, available on-air in a 30-second format on all Italian television programming RAI channels, will also be available in a 40-second version that will be released on the official channels of the WHO, Ministry of Health, Istituto Superiore di Sanità and Italian donor associations.

“For me, donating blood is an extraordinary act that helps the health service to function effectively every day, ensuring that it is fit for its purpose,” explains Minister of Health Roberto Speranza in a video-message focused on health. “Italy is striving to invest [in this cause] with all its energy, but we need more and more people to do their part: we need women and men who are prepared to devote a little of their time and give a little of their blood to a cause that is just and important. We will work hard to organize our networks as best we can, but we clearly need the consent and support of many other people. I would like to thank everyone who has decided to donate blood, because it is a compassionate and wonderful act that really helps our National Health Service to function. And I also want to express my gratitude to all those who will be working hard over the next two days and weeks to ensure that this event will once again send out a positive message of revival and strength to our National Health Service.”

“We are thrilled to collaborate with the World Health Organization, the Ministry of Health, the National Blood Center and donor associations for World Blood Donor Day 2021,” remarked Paolo d’Ammassa, CEO & Founding Partner of Connexia. “The campaign that we have created for the occasion, which will be featured on television networks and social media, aims to reach a worldwide audience made up primarily of young people, whose donations are increasingly crucial but experiencing a steady decline. In order to convey such an essential and vital message in a language that speaks to young people, we chose a direct creative approach, combining the simplicity of drawings with the rhythm of music.”

“Never before has the importance of communication in promoting basic health practices — from proper hand washing to the usefulness of vaccinations — been more apparent than during the pandemic. Effective communication can make a difference and save lives, as it has continued to do during the COVID-19 emergency. The video made for World Blood Donor Day is a perfect example of how to make difficult messages — which can struggle to “hit home” and raise awareness among certain categories of people — more engaging,” explains Vincenzo De Angelis, CNS Director. “The campaign is truly global: it is aimed at citizens of all countries and all ages. The video, like the other materials produced, has managed to strike a universal key that we hope will bring the world of donation closer to those who are not normally interested in this type of message, such as young people.”

“I am delighted to see young people at the center of World Blood Donor Day this year,” noted Dr. Tedros Adhanom Ghebreyesus, WHO Director-General. “Our young people have suffered in particular during this pandemic, but they have also shown extraordinary resilience and adaptability. Many of the world’s blood donors are young and it is time for their vital contribution to health and to the community at large to be recognized: by donating blood, young people can save lives. So, we would like to say a big THANK YOU to all the young blood donors of today and tomorrow. Give Blood and Keep the World Beating!”

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About Connexia
Communicate, Connect, Engage: Connexia is a fully integrated, data-driven, marketing and communications agency based in Milan. For more than 20 years Connexia has been considered the leading PR, digital, social and mobile agency in Italy, thanks to a strategy-first approach that allows us to activate across media types. Through a combination of passion, strong expertise and creative strategic thinking, Connexia partners with top companies across the globe to strengthen their positioning and to bolster their visibility. For more information, visit www.connexia.com/company/ or follow @connexia on Twitter.

About GLOBALHealthPR®
GLOBALHealthPR is a partnership of independently owned and operated health and science communications agencies that choose to work together based on common values. With more than 700 health-specialist communications professionals, researchers and medical advisors on staff serving more than 200 organizations globally, the agencies that make up the partnership share a belief in insights-driven strategies and a commitment to collaboration in order to provide clients the best possible counsel and execution. GLOBALHealthPR’s presence spans more than 60 countries, covering Europe, North America, Latin America, the Middle East, Africa and Asia-Pacific. For more information, visit www.globalhealthpr.com or follow @GLOBALHealthPR on Twitter, LinkedIn and Instagram.

Addition of PRPA enhances network’s industry-leading presence in Europe

NEW YORK and PARIS, Oct. 13, 2020 – GLOBALHealthPR (GHPR), the world’s largest network of independent health and science communications agencies, today announced the addition of Paris-based PRPA as its newest member. The addition further increases the partnership’s reach and capabilities, while reinforcing GHPR’s strong strategic presence across Europe.

Founded in 1992, PRPA has built a reputation as the leading independent health communications agency in France. Specializing in healthcare public relations, digital and social media marketing, influencer outreach and other communications-related services, PRPA has a deep understanding of local and regional health demands and a successful track record of delivering strategic solutions reflective of the ever-changing needs in the communications and healthcare landscapes.

 “GLOBALHealthPR is thrilled to welcome our new French partner PRPA, an agency with shared values and extensive experience across the healthcare industry, from biopharmaceuticals to medical devices as well as patient advocacy groups and professional organizations,” said Tim Goddard, President of GLOBALHealthPR. “By adding PRPA to our extensive list of healthcare agencies around the world, GHPR clients will further benefit from the unique combination of local expertise and global partnership that only an independent agency network can provide.”

France is the second largest economy in the European Union and one of the largest consumers of pharmaceutical products in the world. Consequently, the country has seen an increase in healthcare expenditures with its increasingly elderly population, making it a crucial but rapidly changing market.

“PRPA understands the unique healthcare nuances and challenges not only in France, but also across Europe and globally,” said Danielle Maloubier, President and Chair of PRPA. “For nearly 30 years we have been developing innovative communications strategies that reach our clients’ target audiences to generate awareness, drive healthy behaviors and improve health outcomes. We look forward to embracing our partnership with GLOBALHealthPR to infuse invaluable insights from other leading healthcare agencies, while at the same time providing our clients the capabilities to service their international needs.”

As a member of the network, PRPA will work collaboratively alongside London-based European hub partner Aurora Healthcare Communications and eleven other exclusive European partner agencies to satisfy both regional and local client needs across the region, leveraging shared resources and exchanging best practices to deliver first-in-class client service.

“France has always played an important role in healthcare innovation and pharmaceutical research, so it’s fantastic to provide our clients with expert support there,” said Claire Eldridge, Chief Executive Officer and Co-Owner of Aurora Healthcare Communications. “PRPA’s expertise and presence in France complements the network’s roster of leading health communication-focused agencies in Europe.”

About GLOBALHealthPR®
GLOBALHealthPR is a partnership of independently owned and operated health and science communications agencies that choose to work together based on common values. With more than 700 health-specialist communications professionals, researchers and medical advisors on staff, the agencies that make up the partnership share a belief in insights-driven strategies and a commitment to collaboration in order to provide clients the best possible counsel and execution. GLOBALHealthPR’s presence spans more than 60 countries, covering Europe, North America, Latin America, the Middle East, Africa and Asia-Pacific. For more information, visit www.globalhealthpr.com or follow us on Twitter and LinkedIn.

About PRPA
For almost 30 years PRPA has been considered a leading independent PR agency in France, thanks to a highly specialized and insights driven strategic approach. With more than 200 clients served since its founding, the PRPA team is fully equipped to bring a client’s healthcare communication needs to fruition. By informing and mobilizing target audiences, creating an active media sounding board and cultivating clients’ notoriety, PRPA partners with top companies across the globe to strengthen their clients positioning. For more information, visit https://www.prpa.fr/ or follow them on Twitter and Linkedin.

GLOBALHealthPR partner Aurora hosts webinar with leading industry experts 

 As one of the countries hardest-hit by the coronavirus pandemic, the United Kingdom has seen its challenges related to health system response. With this as the backdrop, GLOBALHealthPR’s UK partner and European Hub, Aurora, recently convened a ground-breaking panel discussion to explore the strategic and ethical challenges of rebuilding a health service that is innovative, affordable, effective and, crucially, prepared for the healthcare challenges of tomorrow.

Aurora joined forces with ‘slow news’ website Tortoise in the first partnership of its kind: Tortoise’s journalists focus on exploring bigger issues in real depth, rather than competing for attention in the 24-hour news cycle. The webinar featured a stellar line-up of health experts: Dame Donna Kinnair, General Secretary and Chief Executive of the Royal College of Nursing; Sir David Nicholson, former Chief Executive of NHS England; and Dr. Richard Torbett, Chief Executive of The Association of the British Pharmaceutical Industry (ABPI).

The perspectives and opportunities discussed share broad applicability beyond Britain’s borders. Amid ever-increasing pressure on the health system, there was consensus on the benefits of an integrated healthcare model that is patient-centric, appropriately staffed, embraces collaboration, and is adaptable to new innovations and digital solutions.

Below, we summarise key takeaways from the webinar:

• Pharma is stepping up to the challenge. Dr. Richard Torbett emphasized that roughly three quarters of the 120 different COVID-19 vaccines investigated around the world are being led by the pharma industry. Further, every vaccine candidate will require pharma support to manufacture at scale and distribute globally.
• Necessity forces long-overdue changes. In light of the pandemic, innovative care delivery models are being adopted in the UK and beyond. Countries around the world are trying to create health systems that support patients who take responsibility for their health, while reducing unnecessary face-to-face contact and appointments where appropriate – primarily enabled through digital channels.
• Investing in healthcare can drive economic growth and better health outcomes. Sir David Nicholson noted that health expenditure can have a significant impact on the economy and population health outcomes. Healthier individuals can be more productive in the labour market, and there is a growing literature establishing the relationship between health system spending and health outcomes. For example, study data revealed that increases in health care expenditure decreased amendable mortality in 17 European countries between 1980 and 2010.
• Healthcare systems must evolve to become patient-centric. To create a sustainable healthcare system, a patient’s specific health needs should be the driving force behind all healthcare decisions. Providers should treat patients not only from a clinical perspective, but also from an emotional, social, and financial perspective. Clear communication, understanding patients’ needs, and empathy are especially critical during COVID-19.

You can view the full discussion on Aurora’s campaign page.

Follow @GLOBALHealthPR on Twitter for additional perspectives on this and other timely global health issues. For more insights or communications support from our local experts, please contact GHPRHQ@globalhealthpr.com.

Last week, the GLOBALHealthPR community connected virtually to discuss how we can best support our clients and their priorities during the coronavirus pandemic.

Leaders from our network of independent healthcare agencies around the globe shared experiences on how best to support our clients to communicate effectively at this unprecedented time.

It sounds very simple, but a key takeaway was how vital it is to ensure regular contact with clients to make sure that agencies stay up-to-date and can provide the best advice in a rapidly evolving situation. It’s important to discuss purpose and activities that can help demonstrate their organisation’s ability to adapt and commit to this ‘new normal’.

Below, we outline strategies and tactics that healthcare communications agencies and industry can take to support hospitals, healthcare professionals (HCPs) and patients:

• Consider other channels, including virtual events, through which to share scientific information to HCPs now that pharmaceutical sales reps are off the road and all in-person medical meetings have been postponed or cancelled.
• Develop targeted patient content to help companies reach immunosuppressed and high-risk patients with important information.
• Prioritise internal communications to help organisations continue to operate efficiently and to maintain staff engagement. This may be especially important for smaller client companies, who may not have leveraged agency support for internal communications previously.
• Encourage clients to pursue media opportunities that reflect the changing landscape. Over time, the media in many countries have become less inclined to tell other healthcare stories and have become increasingly hungry to tell positive stories. We can help clients convey how they have supported healthcare systems and local communities.

Opportunities for industry partnership include the following:

• Provide phones or tablets to hospital intensive care units that are closed to visitors, so families can contact loved ones who are in critical condition.
• Set up a phone line that provides psychological support to healthcare professionals who are extremely busy and under immense pressure.

We also discussed how agencies can support their wider communities, including other businesses and non-profit organisations. For example, our partner in Italy, Connexia, is a distributor for Cisco’s Webex and has been providing free accounts to over 300 companies, as well as offering onboarding services to this platform.

Building Business Resilience

The coronavirus pandemic may cause a lasting economic downturn, and therefore, it is vital we are prepared to effectively support each other in building business resilience and to look after our teams. Based on feedback from countries that have been hit hard by the pandemic, GHPR business leaders recommend the following:

• Move to a working from home model sooner than required by government. This will help limit exposure to the virus, enabling employees to continue working effectively.
• Pay close attention to your organisation’s internal communications, building in plenty of time for check-ins and making sure that people feel supported while they are working remotely. A company culture does not disappear when working virtually, but it may take a little extra care to ensure its presence continues to be felt.
• Regularly track finances and business KPIs. Moving from monthly to weekly and even daily check-ins ensures that our businesses stay in good shape. Increased oversight empowers us to be able to react promptly to change.

We all found the first meeting of our GLOBALHealthPR COVID-19 Task Force extremely useful and will continue to connect, listen and share our learnings in the coming weeks and months.

Follow @GLOBALHealthPR on Twitter for additional perspectives on this and other timely global health issues. For more insights or communications support from our local experts, please contact GHPRHQ@globalhealthpr.com.

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Authored by Rachel Terry, Director, and Jenny Davies, Account Director at Aurora Healthcare Communications, London.

Over the past two weeks, the coronavirus that causes COVID-19 has been spreading like wildfire, with cases now rising faster outside of China than inside. The spread of the virus to more than 100 countries has presented new challenges for governments, health professionals and media covering the outbreak.

In case you missed it, access Part I, Part II, and Part III of our series, where GLOBALHealthPR leaders from the Asia-Pacific region, North America and Europe, and Latin America provide insights about the spread of information in their markets and the impact it has had locally.

In Part IV, we feature agency leaders from Italy, Spain, and the Nordics, who share their take on the impactful aspects, topics and evolution of this ongoing media conversation. Download the piece here.