Pharma Comes To The Rescue – Swine Flu and Digital Public Relations

Taipei Pharma requesting the H1N1 molecule;
Chinese biotechnologist Sinovac researching a vaccine;
Binota helping GSK make profits from Relenza;
Roche delighting in the prospects for Tamiflu;
Researching Brits unravelling the DNA;
The Biofriend Facemask from Hong Kong’s Filligent;  and
Venture Capital firms already counting their biotech-beans from well invested funds.

Where were the good news stories about big Pharma to the Swine Flu rescue?

I couldn’t find any digital explanation of Pharmacos commitment to guardian of vumanities health.

Pharma’s PR Agents narrowcasting Pharma’s “unerring commitment to and investment in research and development.”

Even if the ‘truth’ is a little more complicated. (Remember the adage – Never let the truth ruin a good story)
(See 2007 Reference to then Pfizer CEO Dr. Hank McKinnell debunking the link between R&D spend and Pricing)

All we really got were messages of: “Waiting in the Wings;” “Eying-off the Profits;” and “Asia Leading the Way.”

A Pharma Executive once asked me “What is Digital PR? I think we need some? Do you know any good ones?”

My answer was obviously not enlightening; he left Pharmaco and joined a Digital PR company – (or perhaps my answer was enlightening?)

If the Pharma PR machine was in gear wouldn’t it have taken the opportunity, presented originally by SARS and now Swine Flu, to put some shine on the tarnished image of Pharmaco?

Maybe the answer…

Maybe the answer lies in the ignorance I displayed in my original answer.

What is Digital PR?

My researches discovered that Digital PR companies deal with: issues management, corporate repositioning, product launches, general awareness and "buzz," and more.

The tools of the Digital PR trade include:

• Positioning & Brand Development: Researching the issues to inform PR strategy
• Media Outreach: Relationships with the media channels
• Blog Relations: Interfacing Bloggers with Pharma (Hello – Thinking Pharma is Here)
• Content Development & Syndication: Creating communication for the digital channels
• Press Release Optimisation: Driving Digital Traffic.
• Speaking Events: Creating opportunities to spread the word
• Tracking/Analysis: What’s Working, Where, With Whom and Why.

All focussed upon and utilising Digital Communication Technologies.

Is Digital PR Working for Pharma?

I always thought the ‘tools of the PR trade’ were red wine, lunches and golf pro-am’s.

Pharma has so many inspirational stories to tell.
Such a poor public image.
A massive digital audience seeking wellness.

Wouldn’t you have thought that the scope for Pharma Digital PR was at the very least ‘Healthy’?

As my career mobile Pharma Exec was not keen on red wine, is a vegetarian, plays poor golf and has a religious zeal for what Digital Communications can do for Pharma this state of affairs probably explains his short stay in Digital PR.

Can Pharmaco utilise Digital PR?

“Buzz” perhaps is a good place to start?

The essence of Web 2.0 is “Buzz.”

A story worth telling over and over again.

The essence of viral marketing.

However, it is the Facebookers and the Twitterers, the great potentially unwell, who are tuned into buzz.

Stodgy press releases aimed at The Wall Street Journal and The Times clearly have a place in stock price management.

But, they do very little to create a “They’re on our side” goodwill marketspace. Do They?

And as for the idea that there is scope for “buzz, and more!?!?”

Back to Basics

Has Digital PR a place in Pharma’s digital communications medicine chest?

Absolutely! But:

Who’s reading the symptoms? Who’s discerning the diagnosis? Who’s advocating the breakthrough treatment?

Has Pharma even recognised that it has its own ‘swine’ of a PR pandemic?

(Tomorrow's Blog: The Electronic Health Record – Too Indigestible for Pharma?)