Last week, our global partner, Worldcom, released their 2024 Digital Health Monitor report, shedding light on the online communication practices of pharmaceutical companies worldwide. The report assessed the online presence of 25 pharmaceutical companies across 11 digital channels in 27 countries, including Ireland. Let’s delve into the key findings and recommendations from this insightful study. 

Download the report to read more. 

Key Findings 

1. Cultural influence on content strategies: 

• Pharma companies’ content and communication strategies are significantly influenced by the cultural perspective of the location of their headquarters. This often results in missed opportunities for local brand education and protection. 

2. Localised approach matters: 

• By failing to adopt a localised approach, pharmaceutical companies miss out on educating and safeguarding their brand across all countries they operate in and communicating their employer brand to potential talent. 

3. Digital channels are essential: 

• Effective use of all digital channels is crucial for sharing news, inspiring ideas, and disseminating information about diseases and prevention. 

4. Social media potential: 

• Harnessing maturing social channels like TikTok can significantly increase messaging and information reach and are vital to reach the younger generation, educate them on your company and brand and ultimately attract new talent.  

Recommendations 

1. Sensitivity to local societal developments: 

• Be attuned to societal trends such as work-life balance, diversity, equity, sustainability, and cost reductions. Communicate about these themes to enhance your reputation as a trustworthy organisation. 

2. Balancing key messages: 

• With a new generation of employees entering the workforce, strike the right balance in key messages across various communication channels. 

3. Invest in short-form video content: 

• Following TikTok’s success, consider creating engaging short-form video content to keep users interested and informed. 

4. Global and local perspectives: 

• When crafting content, consider both global and local perspectives. Tailor language and messaging to resonate with diverse audiences. 

Over the last few years, we have seen a marked uptick in clients growing their internal communications and investing in employer brand to compete in the talent market and enhance their reputation. For more information on how to effectively manage your reputation, contact: theinternalwire@springboardcommunications.ie or read more about our Internal Wire service.