Everyone loves to hate Big Tech right now. But, until last year, Big Pharma was one of the most-hated and disparaged industries in the world. Then the pandemic hit, giving the pharmaceutical industry a rare opportunity to promote its value in society and reset its reputation.

In the race against a rampaging novel coronavirus, the heroic effort to develop vaccines at unprecedented speed and level of collaboration is one of the greatest human achievements of our time. Besides being a “sterling example of Medicine Without Borders,” as Susan Josi, managing partner, Havas Life Sorento, puts it.

According to brand reputation firm Caliber, which publishes an annual study tracking public perception of pharma companies, the ‘trust and like’ score picked up as companies inched closer to delivering a vaccine. At this time, it’s safe to say that Covid-19 is the redeemer of the pharma industry’s reputation.

Now, drug makers have a once-in-a-lifetime chance to reframe the narrative with an all-star cast of scientists and researchers.

Indian pharmaceutical major Cadila’s chief communication officer, Kulwinder Singh, says, “The work put in by the researchers and scientists to find novel solutions for the world’s biggest healthcare challenges almost always go unacknowledged. Last year, however, was different.” He adds that now “we need to go back to understand the attached stigmas with the pharma industry and work towards building a better perception.”

Covid – The Redeemer

Companies are using the pandemic, and the concerted effort around the world to end it, as a launchpad for brand campaigns which spotlight their role in saving lives and our way of life.

Last year, Johnson & Johnson aired an ad titled ‘Behind the mask’, focussing on its scientists. It also released an educational video series – ‘The Road to a Vaccine’.

Pfizer, which collaborated with German biotech company BioNTech to develop and manufacture an mRNA vaccine for Covid-19, launched a corporate brand campaign ‘Science will win’ in April last year.

Also Read: The gift of the jab: How to persuade the public to take the Covid-19 vaccine

Sally Susman, chief corporate affairs officer at Pfizer told the Wall Street Journal recently, the campaign “was influenced by company research suggesting that people wanted to hear from scientists, versus celebrities or politicians.” In recent months, the company has been communicating more openly, even publicising its protocol for vaccine trials for the first time, according to reports.

In 2021, Pfizer unveiled its most significant brand refresh with a new logo, replacing the blue pill-like one for a double helix design. It’s also playing up its role as an innovative maker of medicines that cure and prevent diseases.

Going forward, such high-visibility campaigns which speak directly to the general public, and not just the science and medical communities, might become more common.

The Halo Effect

For the big firms associated with the endeavour to end the pandemic, one of the immediate benefits of the goodwill amassed is a boost in brand reputation. In the longer term, the halo effect could lead to intentional consumer preference, which will benefit companies that have a wider range of products and services.

Experts believe pharmaceutical messaging in general will adopt a new tone and companies will rethink their communication and marketing. Praful Akali, founder of healthcare ad agency Medulla, says, “As empowered consumers play a bigger role in their healthcare and pharma companies realise the value of consumer marketing, the tone will definitely shift to support consumer communication.”

In fact, the more progressive pharma companies have already seen the value of creating a more comprehensive omni-channel strategy for their brands than being confined within the doctor’s realm, according to Havas’s Josi. She tells us that the agency’s pitch to companies has always been to use insights which will lend a better narrative. A narrative that builds memorability, breaks the clutter of information overload and creates strong relevance. Companies have started understanding the value of this approach.

Today, people outside the science, healthcare and medical communities are far more aware of pharma company names and have unprecedented access to information about drug and vaccine development. The scrutiny will likely continue to a certain extent.

While the pandemic has given Big Pharma a chance to reinforce its saviour image, John Cahill, McCann Health’s global chief executive, adds a word of caution. “For many, “people over profits” will be a metric that will become increasingly important and how companies are viewed in regard to how they may be capitalising on the pandemic will be long lasting in the public eye.”

And that’s good advice for all brands across industries.