New York City, NY– Meg Alexander, who leads the Issues Management practice at inVentiv Health Public Relations, was recently featured in O’Dwyer’s for her work that has identified some unique and emerging trends in this “age of new populism.”

What is the age of new populism?

“New populism is a bundle of attitudes that are held by generations of citizens who are reaching their maturity and buying power, but who feel the pathway to traditional markers of success are no longer readily achievable.”

The trends that are distinctly fueling this new age largely revolve around technology, uncertain economic growth and more critical healthcare scrutinization by both physicians and patients alike.

What does this era of new populism mean for how healthcare brands behave and communicate with their customers?

With the development of higher medical standards and safety protocols, patients are living longer with diseases that once were considered terminal. But patients, advocates, and physicians are also challenging the decisions being made by medical developers. In fact, 72% of Americans find the price of medicines to be “unreasonable.” And most of these respondents blame this unreasonable pricing on the manufacturer.

New Forms of Engagement

Navigating this new populist movement will require a fresh approach and a new understanding from health companies. Direct engagement is becoming the norm and social media channels have matured into outlets where patients can reach out directly to pharmaceutical companies and voice their opinions (both positive or negative). Healthcare companies must understand that this is becoming the future of health communication and that they must address these new ideals, all while navigating this complex and regulated environment.

Companies must adapt their systems of engagement and outreach to better address this new world. Failure to do so could result in backlash that could be crippling to a company and its reputation.

 

Check out Meg’s full write-up in O’Dwyer’s here:

http://www.odwyerpr.com/story/public/6144/2016-01-14/navigating-age-new-populism.html


About the Author:

As Managing Director of Innovation for Syneos Health Communications, Leigh is responsible for shaping the company’s perspective on the next era of healthcare marketing. Through thought leadership, strategic innovation workshops and new products and capabilities, Leigh focuses on identifying marketing approaches that will fuel that new era and generate significant growth for clients. Leigh has worked with Fortune 1000 companies to craft their digital, mobile, social and CRM strategies for over 17 years. She’s worked for category-leading agencies in retail, public affairs, B2B technology, and higher education. Prior to moving to Syneos Health Communications, she had several leadership roles at one of our agencies, GSW. There, she founded an innovation practice fueled by the zeitgeist and spearheaded digital and innovation thinking across the business. Leigh has taken a special interest in complex healthcare products that can change lives in meaningful ways. She was recently a strategic lead on the 3rd largest launch in pharmaceutical history: Tecfidera. Before that she had keys roles with Eli Lilly Oncology, Abbott Nutrition, Amgen Cardiovascular, and Eli Lilly Diabetes. A critical part of Leigh’s work is trends and new ideas. Every year, she convenes a group of trend watchers from across our global network to identify the shifts most critical to healthcare marketers. Leigh is a sought-after writer and speaker. Recognized as one of the most inspiring people in the pharmaceutical industry by PharmaVoice, Leigh also was recognized as a Rising Star by the Healthcare Businesswomen's Association (HBA) for her overt passion, industry thought leadership and significant contributions in new business, strategy and mentoring.