Prescription for trust: healing pharma’s communications problem.
Written By Helen Fitzhugh – Associate Director, Health and Tech
The UK’s life sciences and pharmaceutical sector is rightly celebrated for its innovation and scientific excellence. Yet, perversely, it seems that a reputation for excellence does not translate into public trust.
In 2024, the The Association of the British Pharmaceutical Industry (ABPI) reported that only 32% of the general public trusted pharma companies operating in the UK.
What’s going wrong? It’s not the science: it’s the story, and the way it’s told.
Do people understand the key issues facing pharmaceutical companies? Do they feel the industry shares their values, or believe companies take responsibility for their mistakes? It appears that few do.
So: what’s the fix? A more human, transparent, and proactive approach to communications, that’s what. One that acknowledges the realities of a regulated environment but doesn’t use it as an excuse for silence.
We’ve identified six strategies to help pharma heal its relationship with the public and rebuild trust:
- Build authenticity through human stories – trust starts with familiarity. Share real-life experiences from employees, patients, and communities to humanise the work behind the science.
- Empower leadership on social media – pharma’s social presence is growing, but it’s often corporate and cautious. Leaders must find their voice, even within regulatory boundaries.
- Address ethical concerns head-on – shine a light on values-driven decisions. Highlight patient-first thinking, regulatory compliance, partnerships and collaborations and community impact to shift perceptions.
- Lead with transparency in times of crisis – reputations are forged in difficult moments. Responding with honesty, accountability, and speed builds long-term credibility.
- Celebrate innovation and societal impact – pharma’s breakthroughs are world-changing. Communicate them not just as scientific milestones, but as contributions to the public good.
- Make transparency a core value – from clinical trial data to sustainability, consistent and clear communication builds trust, even in sensitive areas.
By embracing a more human and transparent approach, the industry can bridge the gap between how it’s seen and what it stands for.
To learn more about how Cavendish supports pharmaceutical and healthcare clients in building trust and communicating with authenticity, visit here.
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