Our work

Informa Pharma: Pandemic insights

Informa Pharma Intelligence provides the world’s top pharmaceutical, medtech and clinical research organizations insight and analysis and appointed Diffusion to run a high profile campaign to underline its position as a leading authority in the space.  

Our starting point with Informa Pharma was to re-calibrate its relatively low media profile, particularly with top-tier media. We also knew we had to achieve cut-through in a very competitive environment, full of scientists and commentators from across the globe offering their opinion on the pandemic.

Insight & Idea

Diffusion’s idea was to run a high profile campaign to underline its position as a leading authority in the space.  Positioning the organisation and its spokespeople as industry thought leaders, Diffusion’s campaign would deliver data and fresh commentary to national, business and trade journalists so that they could write articles not just about the COVID-19 vaccine roll out, but also the pharma industry in general during the pandemic.   

Where Informa Pharma Intelligence employs a network of leading authorities globally on different elements of the pharma and medtech world, Diffusion spoke with a range of the company’s spokespeople and audited insights to identify relevant content and commentary pertinent to the evolving media agenda in 2021.  

Where evidence considered by the Scientific Advisory Group for Emergencies (SAGE) was providing the media with a wealth of insight around the government response to COVID-19, Diffusion and Informa Pharma Intelligence’s campaign sought to fill gaps in media coverage pertaining to other pharma topics at the time of the pandemic. This was achieved through regular briefings with key journalists, as well as sharing timely media alerts and written commentary.  

This included topics the impact of Brexit on the provision of drugs in Northern Ireland, the performance of big pharma businesses while developing COVID-19 vaccines, the roll out of the flu vaccine amidst the pandemic as well as response to pharma innovation in other areas such as Alzheimer’s drugs and the potential of mRNA.  

Impact & Action

Diffusion secured over 200 pieces of media coverage for Informa Pharma Intelligence across the first six months of the campaign. Highlight coverage included an article about the big pharma’ businesses in The Daily Telegraph, insight for an article in The Economist about the roll out of a new Alzheimer’s drug and a spokesperson appearing on the Mail+ podcast looking at the 2021 flu vaccine amidst COVID-19. 

The Metrics

Opportunities with key spokespeople included
Pieces of media coverage