Leading by Example – Putting Patients at the Heart of our Brexit Communications Strategy
Summary of work
Following the 2016 vote to leave the European Union, the future of the pharmaceutical industry in the UK was thrown into a period of instability and extreme uncertainty. When Article 50 was triggered in March 2017, industry was effectively given two years to ensure that it could continue to get its products to the patients who rely on them every day whilst operating outside of the EU regulatory regime. This opened up new challenges to both Sanofi and industry alike, at the heart of which was a need to reassure patients, the public and government that industry was doing everything possible to ensure the continued supply of medicines.
Recognising these challenges, and its own responsibility to address them, Sanofi put in place an ambitious communications strategy that would see it lead by example, supporting industry and government to work together in the best interest of patients and the public. This saw a much more proactive and responsive approach implemented, supporting by streamlined internal communication channels. The outcome has been improved transparency and collaboration across industry, government and the media to ensure that public is reassured.
Sanofi showed true leadership behaviour to give a voice to the industry on this issue - delivering much needed reassurance to patients during a turbulent time.