Service Insight: New year, new resolution and priorities for 2011
pharmafile | December 23, 2010 | Feature | Medical Communications | Jo Spadaccino, Pegasus PR, Service Insight, Talking Point
SERVICE INSIGHT
Now the nights have drawn in and as Christmas music drives this writer to distraction, my attention has been turning to what 2011 will bring.
And though we are no strangers to change in our sector, the pragmatist in me refuses to dwell on the ‘what ifs and maybes’, and instead I have been considering how, at the individual level, I can best influence the industry I am part of.
The result of these musings is a short list of New Year’s resolutions – which, although personal to me, could have relevance to many of my fellow colleagues and clients.
In the interest of openness and transparency – two principles close to our pharma hearts – I share them with you here.
Resolution 1 – Take time out of the daily grind to get curious
We’re all guilty of it, but perhaps because of its size and complexity, the world of pharma and life sciences is more likely to focus internally than other industries. Whether the boundaries we set are the discipline, the organisation, or the therapeutic area we work in, there is a real danger that by concentrating on cultivating specialism and expertise (in itself a good thing), we are at risk of closing our minds to new possibilities.
Organisational infrastructure can help, for instance cross-functional project teams, and of course the use of external agencies who can offer specialist expertise but also a fresh perspective, but how much more could we achieve if each individual took the opportunity to look outside of their own role and even completely out of the industry every now and then for inspiration and ideas?
The testing times we live in is the prompt to re-assess, to reevaluate and look at the way we, and our audiences, think, feel and act. Avoiding reinvention of the wheel is a sensible enough strategy, but if I had a choice I would want to do things better each time.
Top of my list for 2011 is to spend more time getting curious; listening (the digital revolution makes that a doddle); and just seeing what happens.
Resolution 2 – Outcomes, outcomes, outcomes
As an NHS colleague of mine pointed out recently, the new GP consortia could face being tasked with over 700 different outcome measures – you don’t need a crystal ball to predict whether that is going to result in a happy ending. Yet an attempt to make input more linked to actual outcomes should be applauded no matter what your job role or function. And again there is a strong imperative for personal accountability here – hence being number two on my list.
Whilst top-down targets, measures and criteria will provide the process and, in some cases, mandate for a focus on outcomes, an initiative will inevitably fall by the way side if those responsible for implementing do not buy into the measurement criteria in the first place and, in particular, do not feel they have control of the outcomes they are responsible for.
Straight forward stuff, but absolutely pivotal to success.
Resolution 3 – Taking responsibility as the industry’s reputation guardian
I know, a big load to take on. But unless it is seen as a personal responsibility for each and every industry practitioner to be open, proud of their work, be trusting and therefore trusted, we will never shift the dial on how the industry is perceived. There have been great strides made at company level and by organisations such as the ABPI and the Healthcare Communications Association to advance the cultural mindset and encourage more positive conversations about the value and role of our industry. But we can do more.
As individuals, we can challenge ourselves to get closer to our audiences where it is appropriate. To be open about our aims and objectives, and seek to collaborate with others where there is synergy with our goals. Show that there is nothing to hide. It is only then that we will be able to effortlessly demonstrate the strong moral code which underpins our work.
This one should be the easy win! I would be interested to hear your New Year’s Resolutions at jspadaccino@pegasuspr.co.uk – Happy New Year!
Jo Spadaccino is head of Pharma & Life Sciences at Pegasus PR. Visit: www.pegasuspr.co.uk
For more information on Service Insight features contact InPharm’s sales team on +44 (0)1243 772 010 or email pharmafilesales@wiley.com
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