Kinetic Public Relations' claim to be the first direct-to-consumer pharmaceutical consultancy will no doubt ruffle a few feathers in the world of healthcare PR. DTC is the current buzzword and there has been a dramatic rise sector-wide in disease awareness work in particular.
However, Kinetic Public Relations does bring some very interesting ingredients to the mix, not least its founder's considerable background working with consumer brands. Karen Moyse now intends to create a consumer-facing ethic among her clients by working with, and if necessary, training internal teams hitherto made fearful of any contact with consumers by the ABPI rulings.
It may be another five years before the ABPI rulings are overturned in favour of an American model, creating a direct channel to the consumer.
In the meantime, the global availability of information on the internet has created a more informed and demanding consumer. This, combined with a increasing lack of faith in the medical middle man here in the UK, has created an urgency that many in-house have yet to grasp.
With the likelihood that technology and consumer access may override national legislation, the time is now ripe for a sector-wide review of consumer relations.