The R&D-based Pharmaceutical Association Committee (RDPAC) is a non-profit and non-governmental organization whose mission is to enable patients to live longer, healthier and more productive lives through the use of innovative drugs which effectively create the best climate to ensure access to new medical benefits.
 
Recently, RDPAC member companies have had difficulties at Chinese hospitals regarding access for Medical Representatives (MRs), a position that remains relatively new in China.  RDPAC turned to Powell Tate | Weber Shandwick (PTIWS) to help improve the image of MRs.

RDPAC and PTIWS kicked off the RDPAC Medical Representatives Strategic Communication Campaign at the beginning of June, with the focus of building up a communications mechanism and plan to increase MR access.  This public “Trust Campaign” will demonstrate the necessity and importance of MRs to the public, as well as their international recognition and acceptance.

In a public environment which is increasingly sensitive towards corruption, emphasis will also be laid upon the role of MRs and RDPAC members, to fight against the increase of bribery within the healthcare and hospital system.   By positioning RDPAC as part of the solution, industry image and standards will be improved, contributing to greater MR access.

A six-month campaign plan, including a communications mechanism and key public affairs tactics, has been developed and initiated, including systematic tracking of media and principle stakeholders, frequent issues alerts, creation of a crisis manual to elucidate suggested responses to public crisis scenarios, and the support for two RDPAC events.  PTIWS continues to actively seek new initiatives on behalf of RDPAC.

RDPAC has been very responsive to PTIWS’s suggestions. A trust campaign of this sort requires patience since public opinion must be transformed.   However, both RDPAC and PTIWS remain fully confident that continued efforts will prove beneficial to minimizing access problems for MRs. A little patience can help a lot of patients!

RDPAC press conference

James Liu, president of RDPAC, shares insights on MR roles

Executive vice president: John Russell
jrussell@webershandwick.com