Practices & Specialities
Healthcare
The social, economic and technological changes taking place in the pharmaceutical and healthcare sector necessitate a transition from a traditional business model to one based on collaborative alliances with emerging external stakeholders.
Burson-Marsteller’s EMEA Healthcare team is a truly integrated group of marketing, medical, policy and corporate communications experts. With specialist teams in all leading markets we work with clients to develop local, pan-European and global communications programmes in every sector of healthcare.
Current changes in the regulatory environment and the consolidation of political trends that promote decision-making based on price rather than value represent significant challenges for the pharmaceutical industry, for its common market practices and for the sale of medications.
While in the past the decision-making process of access to medications was a result of a dialogue between health officials and the pharmaceutical companies, today non-traditional players such as payers, healthcare administrators, medical and patient groups have gained importance and influence in the availability and funding of the products distributed by doctors and pharmacists.
This new market environment and the emergence of new external stakeholders puts a premium on Evidence-Based, innovative communications which provide a clear understanding of the multi-faceted healthcare environment, the cost of innovation and facilitate decisions that are based on value for the individual patient rather than solely on economical considerations.
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