Johnson and Johnson focuses on transparency in brand communication

After being entangled in a series of lawsuits over faulty hip implants, pharma giant Johnson and Johnson is now focusing on strengthening its trust with consumers.

The US-based pharma giant drew the government’s ire last year when several cases of faulty hip implants came to light. The brand had to compensate several patients who suffered due to the implants.

During this time, the company claimed millions of patients were benefitted from their medical technology. "We have trained lakhs of healthcare professionals to help elevate the standard of care in cities, towns and villages throughout the country.”

Vandita Gupta

Speaking to BestMediaInfo.com, Vandita Gupta, Head, Global Public Health, Infectious Diseases and Vaccine and Metabolics at Johnson and Johnson, said, “We recognise our fundamental responsibility is to provide patients, consumers and healthcare providers with products that are as effective and safe as possible. We take an evidence- and science-based, ethics- and values-driven approach to medical safety, putting patient and consumer wellbeing first and foremost in our decision making actions and communication, including an emphasis on transparency.”

The brand is leveraging digital media and social media platforms to amplify the reach of its communication campaigns, along with investing more in creative solutions to engage with the harder-to-reach population.

The brand recently collaborated with The MTV Staying Alive Foundation for the MTV Nishedh campaign. It combined a traditional drama series with digital and social platforms specifically designed to engage with young people across India about tuberculosis.

The campaign aimed to increase understanding about the signs and symptoms of the disease, encourage those who might be affected to seek care, and help reduce the social stigma. The show was part of a broader “edutainment” campaign that included a radio programme on Red FM, online content and a peer-to-peer education campaign.

Asked how a marketer in the pharma industry should strategise any communication plan, she said, “The key for any marketer in the pharmaceutical industry is to always keep patients top of mind. We need to use deep insights to drive campaigns that have an impact within targeted populations via the right channels. Importantly, every marketer needs to understand local regulations and adhere to all applicable laws and regulations covering pharmaceutical marketing and communication.”

The brand runs a YouTube channel https://www.youtube.com/channel/UCNsHvKnMK8zwAbhPGxZC7hw/about that focuses on skin ailments and the cures.

Talking about the growth that the brand is expecting in the current year, Gupta said, “We would like to follow the growth trajectory of the pharma industry in India. The opportunity for developing healthcare in India is huge and the country has become a hub of innovation in R&D. The government is also trying to bring ease of doing business for pharma brands.”

Various reports suggest the pharma industry in India has been growing at 13-14% over the last few years.

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