Journalists crave higher standard of healthcare comms, study shows

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New approaches may be needed to ensure the standard of healthcare communications is meeting the expectations of journalists and the general media.

This is according to a new study from the digital communications platform Isebox, which questioned more than 166 health journalists from the UK and US to assess what information provided by pharmaceutical and healthcare companies is considered most valuable.

“Pharmaceutical companies and their agency partners need to do more to meet the expectations of health journalists in their communications, a new study has shown.“

It was shown that only 15 percent of journalists rated the current standard of healthcare communications as "healthy and fit", with a mere two percent finding the information and press releases provided by healthcare companies to be trustworthy.

This suggests that these companies, alongside their comms partners, need to devise new approaches to delivering newsworthy and simple content that is tailored to the needs of different outlets.

In particular, many journalists are keen to receive more video content from the healthcare sector, including independent medical expert testimonials, patient testimonials and B-roll.

Marc de Leuw, chief executive officer of Isebox, said: "Healthcare communications is clearly a balancing act between the governance placed on drug companies and a press eager for transparency and meaningful content. It's in the interest of both parties to enter a more open dialogue."

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