Healthy Skepticism Library item: 15288

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: news

Koroneos G.
Fixing Pfizer's Rep: An Interview with Kathryn Metcalfe
PharmExec.com 2009 Mar 18
http://pharmexec.findpharma.com/pharmexec/article/articleDetail.jsp?id=587895

Abstract:

Earlier this month, Pfizer announced that Kathryn Metcalfe would take on the position of vice president of corporate reputation and policy communications-locking up the final position of its new communications triumvirate…

- You work in an industry that helps people, but the public perception lately seems to skew negative. What are the challenges in fixing Pfizer and the pharma industry’s reputation?

Pharmaceutical reputation has diminished significantly. I remember working in this business when it was exciting and noble work. So it is very disappointing to see an industry that continues to do good work in advancing patient health be villanized publicly…

…One area that has been a point if contention is online media. A year ago, there was a blitzkrieg of anti-Chantix chatter on a number of blogs about how the drug causes depression. However, there was no response from Pfizer…

…Also, as you look at who the trusted voices are out there, people want to hear from other people like them. And in that regard, our ability to leverage our scientists, our own employees, and not just senior executives in our reputational activities, will also be very critical…