COSMO Healthcare has now opened a YouTube channel to disseminate medical information and news of industry trends.
The global spread of COVID-19 is showing no signs of abating. Companies are faced with the challenge of taking sufficient measures to prevent transmission and minimize impact, while simultaneously sustaining their business. In these circumstances, how should those of us in the field of public relations respond?
In today’s newsletter, we will apply some of the basic tenets of public relations to this unique situation and focus on two key areas with practical tips. Firstly, how to disclose sensitive information if an employee becomes infected and secondly, the critical decisions that must be taken when considering whether to go ahead with a press conference or media event in Japan.
As the pharmaceutical and medical device industries grow increasingly complex, demand for reputation risk management also increases. Even risk-averse companies have inevitably faced incidents.
Instead of approaching communication as an add-on service, COSMO recommends proactive reputation risk management, which involves strategic actions based on two cornerstones: The first cornerstone is to upgrade “risk intelligence.” It is important to take a data-driven approach to quantify reputation, including potential risks, on a regular basis. Visualizing specifics and how to fill which gaps illuminates clear strategic directions and enables planning of concrete actions.
The second cornerstone is improving the “risk management” process. This involves proactively identifying risks and bolstering resilience. A bird’s eye view of the whole process is needed to ascertain internal alignment of risk awareness, clarity of governance, and team responsibilities, and training standards.
We’re now a month into 2020, but this year is a significant milestone for COSMO, marking the 60th anniversary of our agency. Since our establishment in 1960, COSMO has evolved from providing editorial services for Japanese companies to being a pioneer in Japan’s communications industry, now specializing in globally-focused healthcare consultancy. A key driving force for COSMO’s business growth has always been to strive to make progress in our field. During this landmark year, we will continue to make advancements in healthcare communications that deliver meaningful value for our clients.
Q&A with the Change Makers at the Forefront of Patient-Centricity
COSMO’s senior consultant in Washington DC, Emi Yasukawa, reports on the EyeforPharma Patient Summit USA held October 2 – 3. At the two-day summit in Philadelphia, pharmaceutical industry professionals and patient advocacy groups gathered to share their insights move the industry forward.
In this article, I am honored to share insights and takeaways from three change makers. The following are three key takeaways that will help us form our next moves regarding patient engagement:
John Linnell, COPD Foundation, US COPD Coalition
John was diagnosed with COPD in 2005 at the age of 50. Now, he has been serving numerous patient advocacy positions, at both national and international levels.
John is a member of the Board of Directors for the US COPD Coalition, the Executive Board of Directors for EFFORTS, and the Governing Board for the COPD Foundation PPRN (Patient Powered Research Network). John also sat as a patient reviewer for the United States Department of Defense Peer Reviewed Medical Research Program for several years. John is also finishing a study funded by the Patient-Centered Outcomes Research Institute at Johns Hopkins University School of Medicine, entitled, “Impact of a Peer Support Program Amongst COPD Patients and Their Caregivers.” The outcomes and results are currently being prepared for publication in a peer reviewed medical journal which will list him as a co-author.
US COPD Coalition、 COPD Foundation ジョン・リンネル氏
リンネル氏は、2005年、50歳の時にCOPDと診断され、現在では米国内および国際的に数多くの患者活動の役割を担う。
US COPD Coalition、Emphysema Foundation for our Right to Survive (EFFORTS)、およびCOPD FoundationのPatient Powered Research Networkの理事会で委員を務め、米国国防省のPeer Reviewed Medical Research Programでは患者査読者として数年間活躍。ジョンズ・ホプキンズ大学医学部のPatient-Centered Outcomes Research Instituteが資金提供をしている研究”Impact of a Peer Support Program Amongst COPD Patients and Their Caregivers”にも参画。研究結果は、医学雑誌に掲載予定。
EyeforPharma Patient Summitでリンネル氏は、氏が数年にわたってかかわってきたアストラゼネカ社によるCOPD患者対象のPatient Partnership Programについて発表した。リンネル氏にCOPDの患者参画活動とその活動の日本人患者にとっての示唆についてお聞きした。
Lode Dewulf is trusted as a global thought leader for patient engagement in medicine development. He currently works as Chief Patient Officer at Servier, a foundation-governed global pharmaceutical company.
Lode Dewulf, MD, DPM, FFPM, Chief Patient Affairs Officer, Servier
When Dr. Dewulf studied and practiced medicine, he quickly realized that true engagement, with the patients and their families, are at least as important as good medicine in achieving the best health outcomes. He joined the pharmaceutical industry in 1989 to create a broader impact through medical education. Ten years later, when the internet started to grow as a new way to provide quality medical information, he took a sabbatical and co-founded PlanetMedica, Europe’s first healthcare portal. Dr. Dewulf continued in global executive leadership roles in pharmaceutical medical affairs. In 2012 at UCB, he became Chief Patient Affairs Officer, the industry’s first executive dedicated to patient affairs. Dr. Dewulf volunteers his time supporting individual patients and advising both private and public organizations about patient engagement.
畑中和義
1968年から2006年まで、製薬会社（山之内製薬・アステラス製薬）勤務。（株）畑中ファーマ・コンサルティング代表、香川大学大学院地域マネジメント研究科教授、東邦薬品監査役等を歴任。2014年より「全てのサービスは患者のために」をミッションとするNPO法人JPPaC理事長。NPO活動を通じて、難病・がんサバイバーなどの方々などから、「患者」とは、「患者中心の医療」とは、を学んでいる。
所属：
Q: NPO JPPaCは、日本で開催されるeyeforpharmaに参加している患者アドボカシー団体と伺います。JPPaCでの取り組みについて、そして、日本の患者アドボカシー団体として、 「なぜいま」 patient-centricityの重要性を再認識し、実践に移す必要性があるとお考えですか？
Kazuyoshi Hatanaka, Chairman of Japan Partners for Patient-Centric Care (JPPaC)
Mr. Kazuyoshi Hatanaka has vast experience in the pharmaceutical industry and worked from 1968 to 2006 at Yamanouchi Pharmaceutical Co., Ltd, which merged to become Astellas Pharma Inc. He was also a management consulting professional at Hatanaka Pharma Consulting, a Professor at Kagawa University Business School Graduate School of Management, and an auditor at Toho Pharmaceutical.
Since 2014, Mr. Hatanaka serves as the Chairman of an non-profit organization (NPO) called Japan Partners for Patient-Centric Care (JPPaC), whose mission is “The needs of the patient come first”. Through his NPO activities, he is learning from survivors of intractable diseases and cancer, regarding what it is to be a patient, and how should “patient-centric medicine” be defined.
Current titles: Chairman of Japan Partners for Patient-Centric Care (JPPaC) and Specially Appointed Professor, Graduate School of Pharma Management, Japan University of Economics
Q: We have heard that your NPO, JPPaC, is a patient advocacy group that will be participating in eyeforpharma Japan. We would like to ask you about JPPaC’s activities, as well as your thoughts on your timing of re-acknowledging the importance of patient-centricity and putting it into practice as a patient advocacy group in Japan – why now?
ロード・ドゥウルフ氏は、医薬品開発における患者参画のアドバイザリーを行う国際的なリーダー。現在、非営利財団が運営するグローバル製薬企業Servier社でChief Patient Officerを務める。
医師として臨床に携わっていたころ、患者のより良いアウトカムを達成するには、患者と家族とのエンゲージメントは少なくとも医薬品と同等の重要性があることに気づき、医学の教育を通じて幅広く貢献するため、1989年に製薬業界に参画。10年後、質の高い医療情報を提供する手段としてインターネットが普及するようになり、長期休暇を取得して欧州初のヘルスケアサイト「PlanetMedica」を共同開設。その後、製薬企業のメディカルアフェアーズ領域において、グローバルな役員職を歴任。2012年にはUCB社のChief Patient Affairs Officerに就き、業界初の患者関係担当の役員となった。
現在、ボランティア活動として、個人の患者さんをサポートし、民間・公的機関に対し患者エンゲージメントに関するアドバイスを行っている。
Cosmo Public Relations Corp. President, Kumi Sato, joined the Center of Open Innovation Network for Smart Health (COINS) and the Innovation Center of NanoMedicine (iCONM) to lecture on communication strategy. The COINS/iCONM event included a series of seminars under the central theme, “Looking ahead to the arrival of globalization and the AI era.” The COINS/iCONM event was attended by doctors and researchers specializing in smart nanomachines.
Sato’s lecture was entitled, “How to Effectively Communicate – Communication Leadership.” In her presentation, she instructed participants how to consider healthcare communication strategies beyond ad hoc tactics by harnessing COSMO’s communication framework. She began by introducing how COSMO uses an “umbrella framework” to approach core healthcare communication challenges.
株式会社コスモ・ピーアール社長の佐藤玖美は、2019年10月18日、スマートライフケア社会への変革を先導するものづくりオープンイノベーション拠点（COINS※）および公益財団法人 川崎市産業振興財団ナノ医療イノベーションセンター（iCONM）の共催イベントに参加し、コミュニケーション戦略について講演しました。イベントでは、「グローバル化とAI時代の到来を見据えて」をテーマに複数のセミナーが開催され、医師やスマート・ナノ機器専門研究者が参加しました。
佐藤は「How to Effectively Communicate – Communication Leadership（効果的なコミュニケーション方法とは－コミュニケーション・リーダーシップ）」について講演し、COSMOのコミュニケーション・フレームワークを用いて、場当たり的な戦術を超えたヘルスケアコミュニケーションの戦略を策定する方法について説明しました。まず、ヘルスケアにおけるコミュニケーション課題に取り組む上で、COSMOでは「アンブレラ・フレームワーク（傘型のフレームワーク）」を活用することを紹介ました。
Dr. Dai Hozumi, a director at COSMO, will host “SwitchPoint Shibuya” on August 31, 2019.
SwitchPoint is a movement built around diverse gatherings of the smart, the curious, and the creative from all circles of humanitarian and global development work. SwitchPoint Shibuya is a globally curated event created in a partnership between IntraHealth International, The Global Fund to Fight AIDS, Tuberculosis and Malaria, and the Japan Center for International Exchange focused on inventive approaches to solving health challenges in Africa. The event will feature talks and performances, interactive microlabs, and a networking reception.
Cosmo Public Relations Corp. today announced that their Deputy Managing Director, Tomomi Nagasawa, was shortlisted as PR Professional of the Year (Agency) at PR Awards Asia 2019. PR Awards Asia celebrates the most outstanding, inspired and successful campaigns, individuals and companies in Asia-Pacific’s communication industry.
Tomomi creates multi-stakeholder healthcare communication strategies to deliver the best client outcomes. She was instrumental in transforming COSMO to its current expertise in healthcare and biotech. Tomomi is also a role model for young Japanese women; she effectively wears three hats: she is the Deputy Managing Director of COSMO, she is the mother of a young child, and she is also a local politician’s wife. Balancing these vastly different duties, she exemplifies a new generation of Japanese women, who can have it all.
