Bourne observes that NICE is consistently in the media when the press pick up on drug approval stories - most notably last year's high court case when the rationing body's recommendations for Alzheimer's drugs came under attack.
Bourne recalls a Packer Forbes-organised event late last year when NICE's comms director Louise Fish told journalists that NICE was likely to have a future role in drug pricing. This would lead to a continued tension between NICE, the pharmaceutical industry and medical professionals, said Fish.
Bourne says: 'The medical and consumer journalists were particularly interested in how NICE arrived at the cost-effectiveness of products.'
She concludes: 'It is important in PR that we understand how NICE impacts medical professionals.'
www.prweek.com/uk to see Bourne's Viewpoint.