Celebrating comms excellence

Policy uncertainty, economic pressures and the unpredictable global landscape are making it increasingly difficult for companies to plan with confidence. As an agency partner, we see how these pressures reshape organisations – from shifting operational priorities to job losses. We also see the risks of fragmented teams reacting in isolation, and the critical need for coordinated action.

Tangible asks must lead the way – even if they rip up the rulebook.
The UK has no shortage of ambition for the sector. The Life Sciences Vision and NHS Long Term Plan reflect a system that understands the need for change. But with short-term challenges growing by the day, there comes a point where we must pivot from convention and ask: where is radical change needed? And what does it look like?

Without tangible short-term action, long-term ambition will be seen as inertia. To shift the narrative, industry must act collectively and decisively. We cannot wait for change; we have to make it happen.

A united voice requires a singularity to have impact
But change is difficult, time-consuming and expensive. Stakeholders hearing fragmented voices asking for different things cannot respond in a meaningful way. Success depends on unity.

This applies across companies, but also within organisations. Time and again, we see parts of the same organisation saying and asking for slightly different things. This creates confusion and frustration for all.

The key is to find that singularity. That central focus that unites commercial, medical, communications, market access and advocacy. A simple, united message that offers a compelling argument for change.

Yet too often it’s assumed that everyone ‘knows what that thing is’ and how to convey it. Almost always, they don’t. Investing the time to define this, train teams and focus communications makes the difference.

It will be a long storm to weather, but change is afoot and the future is bright.
Now more than ever, the sector needs bold, clear and aligned voices. Change is happening. How much will be in the sector’s control will depend on how prepared we are to help shape it.

Tim Cockroft is Executive Director at akt health, a JPA Health Company