Opinion: ViewPoint - NICE has a huge role to play in pharma comms

Packer Forbes MD Pam Bourne looks at the future of the National Institute for Health and Clinical Excellence (NICE) in this week's podcast, available at www.prweek.com/uk.

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.

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