Let’s start by consulting the oracle of all knowledge about what a profession actually is: ‘Alexa, what is a profession?’ The answer: ‘A vocation requiring knowledge of some department of learning or science.’ So that’s good, we can clearly tick that box. But when we delve deeper into more learned literature (sorry, no offence intended Alexa, please do still play Black Box when I ask for it), we see expectations of adhering to codes of ethics, commitments to competence, integrity and morality, altruism and the promotion of the public good.

Now, I certainly do not question our commitment to, or that we work to, these expectations of a profession, but in some ways we do so behind closed doors. As a profession we have not established the common frameworks so that we are all working to the same professional standards. In this way, we are undermining our own ability to clearly demonstrate our sector’s professional standing.

Part of the challenge is, perhaps, the fact that healthcare communications is now a very broad church, incorporating disciplines from medical affairs communications, through brand comms to PR and public affairs, with practitioners from industry, agency and charity all widely geographically spread. Each area of healthcare communications therefore has its own nuances to its professional challenges. But look at the legal profession. Roles and areas of specialisation are arguably more varied, so that should not be a barrier for us. I am therefore going to start this year by being bold and suggesting that the real barrier is our collective will to agree on, establish, embrace and deliver common frameworks.

The Healthcare Communications Association (HCA) is 20 years old this year and has become the leading professional association representing healthcare communicators across disciplines. Historically we have produced best practice recommendations on specific topics and areas to help support the sector and raise standards. However, to my knowledge the HCA has never recognised or accredited those who follow them. As we enter our 21st year you may consider we are coming of age as we start to introduce new initiatives to bring us together in working to common standards and importantly, recognise those that are achieving and hopefully exceeding them.

To start 2022, our focus is on continued professional development (CPD) – showing that as a profession we are committed to ongoing learning and to highlighting that this should be an expectation for all professionals working in healthcare communications. A new standards framework will be launched in the next few weeks and has been developed after extensive research and consultation. It aims to formalise what in most cases is already happening naturally, but in doing so allows our profession to demonstrate and accredit that this important ongoing learning is taking place. These types of frameworks already exist in other communication sectors and we have taken insights and learnings (good and bad) from these in developing them for the healthcare communications sector. Our goal has been to create a CPD Standards Framework that is simple to administer, easy to integrate into current practice and is realistic and achievable, while meeting the objective of ensuring that common CPD standards are established and recognised through accreditation.

But why bother? The world and the sector in which we work are rapidly changing. We need to constantly refresh our skills and knowledge to ensure we deliver the latest thinking and reinvigorate our best practice, thereby helping to advance our sector. Talent is always a key priority for healthcare communications and, as we promise a career, it is good to be able to demonstrate that ongoing development and learning in that career is not just recognised but expected. Accreditation of achievement allows us to demonstrate that commitment internally and externally.

Now, more than ever, healthcare communications is in the limelight and we want and have the right to sit alongside our commercial and medical colleagues at the top table. But if we want to be seen as a credible profession, we need to act like a profession and demonstrate we are a serious discipline, building confidence in our strategic importance. To achieve and maintain this standing we all therefore need to embrace opportunities to enhance our professional credibility. As individuals or organisations, joining us in making 2022 the year of CPD for our sector is one such important step.