Pharmaceutical

The reputation of the pharmaceutical industry remains a challenge. The state of welfare and the perception of health as a universal right have been crucial for society to also assume the right to free medication. The public is often unaware that the research and development of new therapies and drugs are highly capital, resource, and time-intensive.

The industry has been working on its footprint with the goal of conveying to public administrations and health decision-makers the pharmaceutical sector’s contribution to the economy, job creation, research, and innovation. The new narrative should emphasize the value of medication beyond its price, reinforcing messages related to increased life expectancy and quality of life.

New public-private partnerships, driven by the challenge of overcoming the pandemic, have also highlighted the need for collaboration between public administrations and the private sector, and above all, for coordinated global action, which will boost the sector in a way not seen before.