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Industry reputation


Economic strength shapes the image of the pharmaceutical industry

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Industry reputation


Economic strength shapes the image of the pharmaceutical industry

Statements on the pharmaceutical industry, Health Monitor 2016, gfs.bern, 2016.

Statements on the pharmaceutical industry, Health Monitor 2016, gfs.bern, 2016.

Reputation with the general population

For many years, the polling institute gfs.bern has conducted regular public opinion surveys on the pharmaceutical industry for Interpharma (Reputation Monitor) as well as the annual Health Monitor. In 2016, the two surveys revealed a nuanced picture of the public’s perception of the pharmaceutical industry. In particular, it is appreciated that the industry is an important employer (91% of respondents), that it enjoys a good professional reputation abroad (89%) and that its strength as an export industry helps to underpin Switzerland’s economy (84%). The appraisal is more critical when it comes on transparency. Only 45% of respondents feel that the pharmaceutical industry is transparent with information. 

 


Reputation with the media

Assessments by fög (Research Institute for the Public Sphere and Society, University of Zurich) show that the pharmaceutical industry has steadily risen in the estimation of the media since 2013. The strong commitment to Switzerland as a business and research location markedly boosts the profile of the pharmaceutical sector. In the media, the pharmaceutical industry is increasingly taking on the role as lead sector and ousting the banks in this role. Reporting here focuses on the strong functional reputation. Business results, expertise and plausible management-related and organizational decisions are the issues that positively shape the image of the pharmaceutical industry.

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Swiss-EU relations: road show and campaigning


Pharmaceutical industry and universities engage in dialogue

Swiss-EU relations: road show and campaigning


Pharmaceutical industry and universities engage in dialogue

The pharmaceutical industry and universities are engaging in dialogue with stakeholders and the interested public on the issues of Switzerland as a pharmaceutical and research hub and the importance of the bilateral accords for future competitiveness. Leading representatives of industry and academia meet with local opinion leaders from business and politics as well as the broader public. Table-talks are held at midday and public events in the evening. The first midday event in Lucerne on 21 September was followed by both a midday table-talk and the first evening event (entitled “Economic openness – Quo vadis Switzerland?”) on 21 November in Zurich. Around 150 took up the invitation to the event in the Glockenhof Hotel.

Uncomplicated exports and access to qualified specialists

In his opening presentation, Novartis country president André Wyss stressed the importance of an open Switzerland. He referred in particular to the importance of the bilateral agreements with the EU. These are more important than ever now, he said, when the economy is also under pressure in other areas: to ensure that innovative medicines can continue to be developed, unbureaucratic access also to qualified people from Europe is crucial. But the agreements are also important because they have removed former trade barriers and, thanks to these agreements, we can produce medicines in Switzerland and export them to the 28 EU states without any complications.

Following this presentation, leading representatives of the pharmaceutical industry, the IT sector, academic research and business associations discussed the importance and opportunities of an open Switzerland. They were all agreed that loss of the bilateral agreements would be harmful to Switzerland. The discussion was moderated by Katja Gentinetta, political philosopher and adviser.

 

Further events

Further events will take place in 2017, i.e. in Solothurn (31 January), Lausanne (14 February), Zug (28 March) and Fribourg (April). The events start with a vox pop film, which shows the mood among the population, supplemented by a pocket brochure and basic documentation. The pocket flyer shows vividly why the bilateral agreements are important. The basic documentation contains facts and figures, key historic points and also stories of model Swiss family Wälti, which show how the bilateral agreements affect our day-to-day lives and often also make life easier.

The Europe events are organized in partnership with economiesuisse, swissuniversities and the cantonal chambers of commerce. It is a contribution by pharma and research to the economiesuisse campaign stark + vernetzt and the activities of Swissmem.

The events are also featured in the media. For example, a first article appeared in the Sunday newspaper Zentralschweiz am Sonntag on 4 September 2016, while the daily Tages-Anzeiger published a detailed report on the business associations’ campaign on 19 November, which included a video, cartoon and a poll that allowed readers to say whether they found the campaigning of business focused on dialogue and regional activities a good thing.

 

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Tour de Suisse – Lunch & Learn tandem events


Member companies organize joint information events for employees

Tour de Suisse – Lunch & Learn tandem events


Member companies organize joint information events for employees

Familiarizing the employees of Interpharma member companies more with cross-sector issues that are not product-related – such as the importance of the pharmaceutical industry for Switzerland and the regions – is the idea behind the Lunch&Learn programme that was launched in 2016. Two member companies get together for the tandem event and jointly organize an internal event to this effect at both companies.

around 50 employees

The first joint pilot events by Merck and GSK (2nd and 15th June) and by Janssen and AbbVie (8th September and 27th October) proved a success. The benefit of the pharmaceutical industry was explained well using emotional examples, both for patients and also for Switzerland as a business location. Each event was attended by around 50 employees, who were familiarized with overarching industry issues. “The employees were really enthusiastic, and around 60 people turned up, which is a very good number for a town hall event. The cooperation between the companies was very straightforward,” said Philipp Kämpf, Director of External Affairs at AbbVie AG, after the event on 27th October.

Participation is voluntary

Participation is voluntary for member companies, and the interested parties organize the events independently. Interpharma provides the necessary materials such as brochures, presentations and so on.

Ludo Ooms, Managing Director Janssen-Cilag AG Switzerland & Austria (left) and Olaf Weppner, General Manager AbbVie Switzerland (right).

Ludo Ooms, Managing Director Janssen-Cilag AG Switzerland & Austria (left) and Olaf Weppner, General Manager AbbVie Switzerland (right).

The idea for the tandem Lunch&Learn events was raised in the Communication Working Group. New ways were being sought through which industry topics could be better communicated using concrete and inspiring human stories with a personal touch and employees familiarized more with issues that cut across the whole sector. The Interpharma board was full of praise for the project, and it was suggested that the concept also be presented and implemented in other European countries.

The Lunch&Learn events will be continued this year.

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ECAL film project


Bachelor's degree class at the ECAL makes five short films for Interpharma

ECAL film project


Bachelor's degree class at the ECAL makes five short films for Interpharma

The short films “Comment va douleur” and

The short films “Comment va douleur” and

Students from the Lausanne University of Art and Design (ECAL) have made five short films for Interpharma that show in quite different ways the benefit that patients derive from research and new medicines and the time it takes for a new medicine to be developed.

The short films entitled “Comment va douleur”, “Le crabe et la lune”, “Recherches”, “Sisyphe” and “Hijo” tackle the subject of various disorders, such as cancer, rheumatoid arthritis and rare diseases. The final-year Bachelor’s degree students developed the content on their own and also sought out the protagonists of the films themselves. The members of the Communication Working Group of Interpharma assisted the students with their know-how, organizational support and a fixed budget for the making of the films.

launch at the beginning of 2017

“Hijo”, that students from the Lausanne University of Art and Design (ECAL) have made for Interpharma.

“Hijo”, that students from the Lausanne University of Art and Design (ECAL) have made for Interpharma.

The original French films are also available with English and German subtitles. The films will be officially launched at the beginning of 2017. The short films will be shown on the internet, on the websites of member companies, in schools and also at health-related public events.

The idea of the cooperation with ECAL came about in 2015. New ways were being sought through which industry topics could be better communicated using concrete and inspiring stories with a personal touch and human examples (employees, patients). And this has proved a success with the films from ECAL.

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Speakers Hub


More space for stories - Speakers Hub presentations were revised

Speakers Hub


More space for stories - Speakers Hub presentations were revised

Liliane Scherer, Communication Manager Roche Pharma Schweiz, during his Speakers Hub presentation on 12 October 2016.

Liliane Scherer, Communication Manager Roche Pharma Schweiz, during his Speakers Hub presentation on 12 October 2016.

For three years, Interpharma ambassadors have been out and about in German and French-speaking Switzerland to engage in dialogue with an interested public and show how research and development work, how patients benefit from new medicines and what contribution the pharmaceutical industry makes to Switzerland’s economy.

The ambassadors are available as guest speakers at regional organizations, associations, institutions and companies in the areas of healthcare, business and education. In 2016 a total of 28 appearances were agreed.

For these appearances, Interpharma provides company representatives with module presentations, which were revised last year. The revised presentations offer more scope for emotions and stories. Graphics are presented more attractively and images are added to slides with a lot of text. It is left to the speakers to adapt these basic presentations to suit their individual needs. Presentations are available on the following four themes:

  • Research and development
  • Benefit of medicines
  • Economic importance
  • Partnership, taking the topic of rare diseases as an example
Philipp Kämpf, Director External Affairs AbbVie AG, at Kiwanis Club Limmattal-Zürich.

Philipp Kämpf, Director External Affairs AbbVie AG, at Kiwanis Club Limmattal-Zürich.

In 2016, training sessions were held with Farner Consulting AG, where the interested representatives of member companies could familiarize themselves with the module presentations and practise their presentation skills.

The Speakers Hub currently involves more than 30 ambassadors from 13 member companies. They represent various functions and areas of pharmaceutical companies, from managing directors through medical directors to communications managers.

The programme will be continued in 2017.

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Media relations


Data and background information for the media

Media relations


Data and background information for the media

Interpharma is the central contact partner for the media on all pharma industry issues. Besides providing information for the media on request, Interpharma also engages in proactive media work. Two media conferences were held in 2016:

At the end of January, the developments and figures of the pharmaceutical market in 2015 were presented at a joint media conference with vips and IMS Health. In June, Interpharma organized a media conference at which the 2016 gfs Health Monitor was presented. Both media conferences were well attended and led to wide media coverage, both in print and in electronic and online media.

Interpharma General Secretary Thomas Cueni informs viewers about diabetes medicines in the TV programme PULS broadcast on 25.4.2016.

Interpharma General Secretary Thomas Cueni informs viewers about diabetes medicines in the TV programme PULS broadcast on 25.4.2016.

PROMINENT PLACEMENT OF EUROPE SURVEY

In addition, ten press releases were sent out, which were likewise well taken up in the media. In particular, the third wave of representative surveys on European policy and immigration conducted by gfs.bern on behalf of Interpharma featured prominently. The NZZ am Sonntag reported exclusively on this study in May and devoted the title story to it. The first two survey waves had already been prominently reported.

Interpharma representatives appeared on TV and radio on a number of occasions, answering questions from the media and commenting on current pharma and health policy issues.

Altogether, Interpharma was directly cited in the Swiss print media more than 150 times. In addition, countless items of background information, such as data on the pharmaceuticals market, were taken up in the reporting.

 

 

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Contributions and articles


Interpharma has a substantial media presence thanks to weekly columns

Contributions and articles


Interpharma has a substantial media presence thanks to weekly columns

Every Monday since 2011, the Basler Zeitung has been publishing a weekly column by Interpharma General Secretary Thomas Cueni on a subject of his own choosing. In 2016 more than 50 columns were published, most of which related to current (pharma) policy issues and also appeared in the Interpharma newsroom. With a circulation of around 49,300 and a total readership of 109,000, the Basler Zeitung ensures that these columns enjoy a considerable reach.

Picture caption: Column of Interpharma General Secretary Thomas Cueni in the Journal for Swiss SMEs 8 July 2016 ©Schweizerische Gewerbezeitung

Picture caption: Column of Interpharma General Secretary Thomas Cueni in the Journal for Swiss SMEs 8 July 2016 ©Schweizerische Gewerbezeitung

Columns in the Journal for Swiss SMEs (Schweizerische Gewerbezeitung)

Three guest contributions by Thomas Cueni were also published in the Schweizerische Gewerbezeitung (the journal for Swiss SMEs), which carries a column titled Tribüne, where business leaders are given a platform to express their views. In the first article Cueni discussed the importance of Corporate Tax Reform III (CTR III) not only for multinational pharmaceutical companies, but also for SMEs, and in the second article he addressed the issue of European collaboration in research. The third article dealt with CTR III again. With a circulation of more than 106,000, this journal likewise ensured that these contributions enjoyed a substantial reach.

In September, Interpharma appeared in a life sciences supplement of the Basler Zeitung with a guest article by General Secretary Thomas Cueni on the importance of the bilateral accords and an advertisement.

 

 

 

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Health today


Broad range of topics with a high market share

Health today


Broad range of topics with a high market share

The TV series gesundheit heute (health today) attracted a total of more than 6 million viewers in 2016. Each programme is watched by 150,000 people on average and the market share is 16.3 percent (SRF 1 and SRF info). This makes gesundheit heute the most watched early evening programme on SRF. Compared with other Presse TV programmes, such as NZZ Standpunkte, the audience share throughout the programme remains constantly high.

TV program gesundheitheute on the possibilities of immunotherapy for cancer.

TV program gesundheitheute on the possibilities of immunotherapy for cancer.

Interpharma is a co-sponsor of gesundheit heute and, as such, can propose topics to the editorial team. The editorial team has complete independence in writing the content. The topics that Interpharma proposed in 2016 ranged from diseases affecting large patient populations, such as osteoporosis, rheumatic diseases, psoriasis and heart failure, through rare diseases, such as pulmonary hypertension, to more heavily research-based topics such as immunotherapy for cancer.

The possibilities of immunotherapy for cancer – not only the opportunities but also the limits of the treatment – were examined in the programme on 23 January based on two cases. For example, the case of a 79-year-old lung cancer patient was presented who responds very well to cancer immunotherapy and spoke of a “quality of life as it was before” thanks to the treatment. Dr. Martin Früh, Senior Physician at the Oncology and Haematology Clinic of St. Gallen Cantonal Hospital, explained the advantages of this treatment. The programme also included contributions from Dr. Dietmar Berger, Head of Clinical Development Oncology/Haematology at Roche, and a Roche researcher.

“targeted, rapid and safe”

In the programme on 30 January 2016, a psoriasis patient in whom 70% of the skin was affected described how, as a child with open skin lesions, she was placed in a salt bath and was treated like a leper because people thought the disease was infectious. Prof. Lars E. French from University Hospital Zurich highlighted the major advances made in the treatment of psoriasis and said the benefit of biologic drugs is that they are “targeted, rapid and safe”.

TV program gesundheitheute on rheumatoid arthritis.

TV program gesundheitheute on rheumatoid arthritis.

“Apart from the medicines, which I fortunately tolerate very well, psychological support also helped me to cope with the disease,” said the former Miss Switzerland, Dominique Rinderknecht, in the programme on rheumatoid arthritis on 21 May. As an ambassador of the Swiss League Against Rheumatism she wants to give encouragement and serve as an example to others affected by the disease. Dr. Adrian Ciurea from the Rheumatology Clinic at University Hospital Zurich reports on the natural history of the disease and the inflammatory processes that occur in the joints. In rheumatoid arthritis, the body’s own immune cells attack the joints. This leads to swelling, pain and deformation of the joints if the disease is not treated in good time.

When Walter Zimmermann was diagnosed with pulmonary hypertension, his life expectancy was three years. Today, 13 years later, he is still alive thanks to the treatment options available today. In the programme on 15 October, Zimmermann spoke of how he lives life more consciously today, and Prof. Michael Tamm from University Hospital Basel explained the causes and consequences of pulmonary hypertension and the treatment options available.

just like a bird

On 22 October, the programme explored the topic of growth disorder. Eleven-year-old Mathis Czekala is a talented young Swiss ski jumper. For seven years he has been receiving growth hormones, because he suffers from growth hormone deficiency, and today he is exactly the size he should be for his age. Prof. Urs Eiholzer from the Paediatric Endocrinology Centre Zurich (PEZZ) is treating Mathis, who trains as a ski jumper four times a week and finds it cool to fly through the air – just like a bird.

The programme is broadcast every Saturday at 18:10 h on SRF 1 and can be watched online at gesundheit heute.

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PCC - Pharma Cooperation Code


Transparency initiative reinforces trust in established collaboration

PCC - Pharma Cooperation Code


Transparency initiative reinforces trust in established collaboration

By 30 June 2016 at the latest more than 50 pharmaceutical companies operating in Switzerland had disclosed their payments to providers in the healthcare system for consulting and services on their company websites for the first time. These companies cover most of the pharmaceutical market in Switzerland. The transparency initiative was instigated by the European Federation of Pharmaceutical Industries and Associations (EFPIA) and led to in Switzerland an elaboration of the Pharma-Cooperation Code (PCC) at the same time.

The exchange of experiences between the pharmaceutical industry and doctors is absolutely essential for the research and development of new medicines and improves the quality of treatment for patients. The pharmaceutical industry is aware that the subject of relations with healthcare providers is a sensitive issue. Increased transparency is also required today in relations between pharmaceutical companies, the medical profession, pharmacies, hospitals and research institutions. For this reason, the pharmaceutical industry decided to declare payments on an annual basis and thus reinforce trust in the established practice of collaboration.
 

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Animal welfare


Pharmaceutical industry is committed to animal welfare both nationally and internationally

Animal welfare


Pharmaceutical industry is committed to animal welfare both nationally and internationally

On the long path in the development of new medicines, animal experiments are still indispensable in many cases. Interpharma member companies have made it their objective to address this sensitive area of research with the utmost responsibility and to make sure that animal welfare conforms to the highest standards. Switzerland’s laws on animal welfare are among the strictest in the world. With the Animal Welfare Charter that was introduced in 2010, the research-based pharmaceutical companies in Switzerland commit to continue promoting these high standards both nationally and internationally.

3Rs research – emergence of National Centre of Competence

Industry has consistently observed the principle of the 3Rs – Reduction, Refinement and Replacement – for years. Our member companies have valuable know-how and years of experience in the field of applied and targeted 3Rs research. They also want this expertise to be drawn on when the new National Centre of Competence for the 3Rs is established. In the spring of 2016, swissuniversities were commissioned by the federal government to elaborate the structure and remit of the 3Rs competence centre. Interpharma is active in the working group and sub-groups together with other stakeholders from academia and regulatory authorities. The establishment of this centre should be completed by the end of 2017 / early 2018.

Joint audits – promoting exchange

Since 2014, joint audits have been regularly carried out at breeders from which some Interpharma member companies obtain animals. These audits are aimed at identifying any deficiencies in the field of animal welfare early on and making improvements in a spirit of partnership. The audits consider the optimum approach to achieving compliance with the minimum legal requirements and seek to improve efforts that go beyond this minimum to ensure that the 3Rs are observed.

In 2016, a total of three audits were conducted in European countries (not in Switzerland). The results of the audits are used jointly within the member countries and treated confidentially. An audit process is very complex and requires profound and detailed knowledge of legislation and animal husbandry-specific requirements by all parties. During the actual audit, the Interpharma Audit Committee (usually representatives of two to three Interpharma member companies) inspects the individual animal housing facilities and meets with both the animal attendants on site and the veterinarians responsible. The joint checklist comprises around 200 questions.