HCA Innovation Report

Cannes or Canned? New recommendations to stimulate braver and bolder communications

Cannes or Canned? brought together UK and internationally based senior communicators from seven pharmaceutical companies. With input and inspiration from innovators in industries including banking, fashion retail, artificial intelligence and toy marketing, they identified four key forces stifling innovation in communications and five recommendations for overcoming them.

The five key recommendations discussed in the report are:

  • Create a culture that embraces innovation
  • Empower and value brave, innovative people from within and beyond healthcare
  • Strip back processes and streamline activities to enable communications that are agile and responsive to customers’ needs
  • Get up close and personal with customers
  • Put learning at the heart of healthcare communications

“As healthcare communicators we help to put the pharmaceutical industry’s life-changing discoveries into patients’ hands, but healthcare is changing fast and unless we think creatively and embrace innovation, we risk losing our voice,” said Peter Impey, Managing Director of 90TEN’s Communications division. “These recommendations are a recipe for making our communications braver, bolder and more creative, and I’m very excited to see where they take the healthcare communications sector.”

About Cannes or Canned?

Cannes or Canned? brought together UK and internationally based senior communicators and included representatives from seven pharmaceutical companies:

  • Philip Atkinson, Global Head, Scientific Communications – Oncology & Haematology, Roche
  • Paul Dixey, Multichannel Lead, Novartis UK
  • Lilianna Husseini, Director Communications, Oncology, Pfizer Global
  • Heidi LaPensée, Brand Lead, CNS, Sanofi UK
  • Catherine Priestley, Head of BioPharmaceuticals R&D Communications, Global Corporate Affairs, AstraZeneca
  • Mark Reale, Director of Corporate Affairs, UK & Ireland, Celgene
  • Bhavin Vaid, Head of Global Corporate Communications and Public Affairs, Ferring Pharmaceuticals
  • Edel McCaffrey, Independent Communications Consultant and HCA Executive Committee member