Pharmaceuticals, creativity and innovation in communication for companies in a pandemic

Creativity, innovation, ‘contamination’ between the different communication languages ​​in a new fusion between digital and human tension. These are the paths followed in this difficult ‘pandemic era’ by pharmaceutical companies which, in recent months, have had to reinvent the communicative approach on science, research values ​​and their role. In summary, this is what emerged today from the online meeting ‘The pharmaceutical sector and the challenges of the present. Informing and communicating research in times of crisis’, conducted by Federico Luperi, Director of Innovation & New Media (Gmc) Adnkronos, within the Communication Forum, an event dedicated to corporate and institutional communication, ongoing until tomorrow. During the event, representatives of various companies in the pharmaceutical sector, large and small, met and talked about the ways in which the challenges posed by the unprecedented Covid scenario were faced. Innovation and change of perspective have turned out to be a common denominator between those who have chosen, for example, to communicate directly to citizens, through digital tools but “with a human heart” (Guna), who have taken on the role of multimedia editor and even film producer (Novartis Farma), those who tried to stay close to doctors, pharmacists and citizens even with a service App (Uriach Italy), those who told the role of the supply chain and the system (Itelpharma Group), those who bet a lot on internal communication and chose “non-communication” on donations made (Alfasigma) and finally who, despite their small size, has experienced the possibility of communicating faster, always focusing on solid content (Omega Pharma). At the end of the meeting, each indicated the key words that will instead characterize the communication in the near future, free from Covid. Starting with Barbara Aghina, scientific manager of nutraceuticals and Guna medical devices, who will aim to “simplify, in transparency. We must be more usable in communicating science”, he said. According to Angela Bianchi, Novartis Farma’s head of country Communications & Patient engagement Italy, “there is a desire to relaunch. We will definitely focus on the theme of sustainability. There is a desire for trust and value projects”. Roberto Cassanelli, Uriach Italy country director, on the other hand, expresses the desire “to adapt to the new normality, using the best tools, digital or personal. And to focus on the morality that must distinguish companies in the mission that for us is health”. According to Silvia Cocuzza, head of communication, Media and Corporate relations Itel – Itelpharma Group, the key word for the near future remains “truth that rhymes with responsibility. Communication must go back to talking about value, about real things. We need to inform, but also to train end users. An ethical mission, an ethics of words and gestures “. The word of Biagio Oppi, Alfasigma head of corporate communication & media relations, is instead “care. I start from what our founder, still alive and who is 101 years old, says. He tells us that we were born to take care of people. It is not said that drugs in the future will do it. But let’s take care of the people. ” Finally, for Michele Tomaselli, cmo Omega Pharma, “what we bring from this period, from the point of view of communication with the public and our colleagues, are two concepts: collaboration-sharing and then information intended as constant updating on technological aspects. that will be even more part of our baggage “.