Which came first, the patient or the MedComms consultant?

In a recent issue of the PharmaTimes, I was interested in the general theme of patients gaining more control over their health and the medication available to them. Whether this be the ethical dilemma of early access to medicines not yet clinically proven to be effective for a life-threatening condition, or the less serious but equally demanding need of information to the everyday patient.

One article highlighted that while patients do trust the facts provided by their Doctor, many want to hear directly from manufacturers – the pharmaceutical companies themselves – most commonly through digital and social media channels.

Logic dictates that the present growth of patient-centric divisions within agencies exists to meet this demand. However, candidates are increasingly inclined to work on such projects – perhaps given the elevated personal satisfaction from being closer to those affected.

With the combination of a candidate short market and a more consultative client relationship, could those working in Medical Communications agencies have a profound impact on facilitating this patient need for further education?

Arguably, the consultant acts to moderate the scale of this need and in turn, the manner in which medcomms agencies are evolving.