It has been a strange couple of years. Not just because the world has faced a pandemic, but because of other events internationally, nationally and locally. George Floyd, the storming of the American congress, the increased realisation of the impact of climate change, polarisation around the UK leaving the EU, the political and humanitarian challenges around the world – the list could go on. Collectively this creates an air of negativity which can also manifest itself as anger and, when not controlled, even progresses to violent acts. There is also so much kindness in the world, but does that get communicated enough? I suggest not. As corporate bodies, marketeers and communicators, we have the voice to help change that dynamic and demonstrate the power of kindness.

Our work is about storytelling and in healthcare we have some amazing stories to tell. There will always be stories of kindness. Let’s include them. In our patient case studies let’s not just focus on the treatment, but also ensure we recognise the role and dedication of the healthcare professionals that manage those patients and the selfless commitment of carers.

Healthcare professionals are our partners in improving the lives of patients and, especially over the last two years, their commitment has gone beyond what anybody should expect. Healthcare systems has been under immense pressure and those working within them have been giving their all. Should we, as organisations or individuals, not be louder in using our voice to recognise the sacrifices that healthcare professionals have been making and the amazing things that are being done? Businesses and CEOs are now seen as trusted information providers. What more can we do to stand alongside healthcare professionals in their struggles to gain more funding, recognise and address the challenges they face and ultimately support them in improving patient care?? Let’s use our voices on social media and other formats to continue to recognise the commitment and kindness of those working in healthcare, across all roles, as well as helping to support the charitable organisations that support them.

Many of us work in healthcare not just because it is a job, but because we feel our work is making a difference. Too often the commercial aspects of pharma are used to wash over the amazing work done by the industry and those that work within it. The reputation of Pharma, although reaching new heights during the pandemic, still needs constant support. Effectively communicating the positive human story of our work remains essential. There are a plethora of environmental and social responsibility stories we could shout even louder about, but let’s be equally vocal about the smaller, but no less significant ones such as the teams volunteering for charities and even individual employees’ acts of kindness. The more we communicate, the more we inspire others to champion their own acts of kindness or perhaps even join us in our sector to support the work we do.

I did suggest above that kindness was a thread that linked us all together at this time of year, but in truth of course, just like we say when we give the gift of a pet, kindness needs to be there for life.

I wish you all a season of kindness and happiness, good company and good health, with the opportunity to recharge yourselves for the year ahead – we have much more amazing work to do