By Avril Fudge, Senior Director of PR&Comms EMENA, at Accord Healthcare

In our rapidly evolving digital landscape, the pharmaceutical industry faces unique challenges in embracing social media, primarily due to our stringent regulatory environment.

Organisations such as the Association of the British Pharmaceutical Industry (ABPI), Prescription Medicines Code of Practice Authority (PMCPA), and European Federation of Pharmaceutical Industries and Associations (EFPIA) set the standards we must adhere to, ensuring patient safety and ethical communication remain paramount.

Despite these hurdles, the transformative power of social media in fostering connections cannot be overlooked, especially in enhancing patient engagement, corporate reputation, and employee branding. At Accord Healthcare, we are keenly aware of our role and responsibilities within this digital domain. As Senior Director of PR & Comms EMENA, I’ve witnessed firsthand the importance of integrating diversity and inclusion into our social media strategy.

It’s not merely about adhering to ethical standards; it’s about enriching our communications, making them accessible and relatable to everyone. This commitment enables us to transform our team members into authentic advocates of our core values, significantly enhancing our digital footprint.

The challenge of misinformation, particularly highlighted during the pandemic, underscores the critical need for our engagement in digital conversations. Misinformation can dramatically undermine public health efforts, contributing to treatment hesitancy, delayed care, and increased hospitalisation and mortality rates.

Acknowledging the challenges posed by misinformation and the constraints of regulatory compliance, we at Accord are dedicated to navigating these complexities. Our approach involves a robust social media policy that underscores collaboration with Pharmacovigilance and Healthcare Compliance teams, coupled with thorough crisis planning.

By implementing pre-approved responses and extensive employee training programmes, we aim to ensure that our online engagements are conducted with integrity and agility. These efforts are key to preventing regulatory breaches and reinforcing our commitment to transparent and trustworthy communication.

By engaging carefully and responsibly with our online communities, we aim to navigate the digital landscape with honesty and make a positive impact on healthcare discussions. We see the importance of planning, committing to diversity and inclusion, and being proactive online. Our goal is to ensure our digital communications not only reflect our core values, but also actively support patient needs and lead to better health outcomes.

Date of prep: May 2024 Job bag number: UK-Gen-NP-01420