Pharma industry campaign targets the public and decision-makers

The Association of the British Pharmaceutical Industry (ABPI) hopes to explain the complexities of drug pricing and has launched a three-month campaign to promote the benefits of medicines.
The ABPI hopes to explain the complexities of drug pricing to the public and decision-makers
Aimed to educate the public and decision makers, the campaign explains how the UK pharmaceutical industry works with the government and NHS to ensure access to new medicines, with the purpose being to educate on how prices for drugs are decided, how policies work and the process a new medicine goes through before it’s adopted by the NHS.
Elaine Towell, head of media and comms for the organisation, said: “The pharmaceutical industry has a really important story to tell about how it works in the UK with the government and the NHS to make sure that NHS patients across the country get access to the most innovative, new medicines. We want to explain the complex commercial systems for pricing medicines and how the industry plays a role in keeping spend on medicines in the UK under control through a voluntary agreement between the pharmaceutical industry and the UK Government.”
The company has chosen to use Social Media channels LinkedIn and Twitter for its target messaging.
Towell said: “LinkedIn is important for us because we want those external advocates within the industry and within the wider healthcare sector to see the campaign and feel ownership of the important story we’re telling.”
At the end of the three month campaign, data will be gathered on how the messaging has been received and with which audiences, and it will also measure the engagement gathered from the social media channels.