| Healthcare Public Relations is an essential part of the | | | | more management responsibility as well as becoming |
| overall marketing strategy. Its role is to inform and | | | | more strategically responsible for accounts and their |
| influence individuals and groups to bring about a desired | | | | success. This is the traditional route but there are rafts |
| change in attitude or behaviour. This article relates to | | | | of other possible career paths to follow as you |
| healthcare and pharmaceutical public relations, its | | | | develop new skills. |
| protagonists and general information regarding how | | | | In whichever area of public relations you practice, you |
| companies, and in particular, Public Relations agencies | | | | will need some basic and fundamental skills. Much of |
| work with the pharmaceutical industry. Hopefully with | | | | your work in trying to reach target groups will rely on |
| will provide some insight into the healthcare public | | | | creating interesting and insightful copy, so you will need |
| relations arena for those considering it as a career. | | | | strong editorial skills and a clear and concise style of |
| Generally pharmaceutical companies have their own | | | | writing. You will write a variety of pieces, typically |
| public relations staff in-house but they are often | | | | including, news releases, newsletters and press |
| assisted and supported by Public Relations Agencies / | | | | reports, articles, product information materials and |
| Medical Communications Agencies, providing services | | | | brochures. You will be in attendance at conferences |
| in a number of areas. Public Relations can be practised | | | | and meetings ensuring events reach their full potential |
| on many levels, from enhancing reputations at the | | | | and that your clients feel the maximum benefits. |
| company level, or corporate PR, to preparing the | | | | Over your career you can expect to cover products |
| market for the introduction of a new drug or treatment, | | | | in a myriad of therapy or disease areas. This is why a |
| product PR. | | | | good understanding of biological and scientific |
| Working within a PR or Medical Communications | | | | processes is a great advantage. Companies generally |
| Agency you will develop some key and long lasting | | | | look for candidates to hold a life sciences or public |
| relationships. You will need to develop contacts with | | | | relations qualification or degree. As aforementioned, |
| Key Opinion Leaders (KOLs) within particular therapy | | | | they will look for good writing abilities and may well |
| areas or indications as 3rd party endorsement by a | | | | want candidates to complete a writing test as part of |
| trusted source can reassure a sceptical audience. You | | | | the recruitment process. Any such test will be |
| might also become involved with lobbying or advocacy | | | | idiosyncratic to the company and will reflect the |
| requiring you to nurture contacts in the government | | | | importance that they place on certain skills and abilities. |
| and public sector. | | | | Excellent communications skills are a must for a good |
| Another area where you will develop long term | | | | PR professional – much of your success will be |
| relationships is with the media. It is invaluable to have | | | | based upon the relationships that you build and |
| the trust of, and have a good rapport with media | | | | cultivate. A lively personality and persuasive character |
| contacts across the media landscape (broadcast, print | | | | will be useful attributes to potential candidates. |
| and on-line). Over time you will learn how to harness | | | | ID Search & Selection has been specialising in providing |
| different media channels for your needs and those of | | | | recruitment services to the medical communications |
| the client. You can expect to be working with people | | | | industry and helping professionals in finding health care |
| in TV, newspapers, trade magazines and journals, | | | | public relations jobs for many years. During this time |
| societies and associations and patient groups. | | | | we have developed strong relationships with some of |
| There is a good and structured career path within | | | | the industry’s most prominent companies and |
| medical PR agencies. Teams tend to be structured | | | | individuals and this provides us with an ideal platform to |
| around products and have a hierarchical structure from | | | | showcase your talents and abilities to our clients. If you |
| account executive all the way up to client services | | | | are looking for a new opportunity or you would like |
| director, by way of account manager and account | | | | more information on the role that we are currently |
| director. As you career progresses you can expect | | | | recruiting for, please contact us. |