Conor Bytheway

Interesting article from one of my fave Corporate Affairs commentators on the PRCA's recent attempt at defining PR. She highlights the wide range of flavours of PR out there, that companies need at some time or another, which makes for a very broad definition!

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How does a story really travel in today's fragmented media landscape? Vuelio's latest report offers a critical playbook for UK PR, comms, and public affairs professionals by tracking five major UK stories to map their complex journeys. For how to navigate (and shape) modern UK media and political terrains, check out 'How news travels in today's fragmented media environment'. https://lnkd.in/ejC82Rbe

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This is the kind of event I wish had existed when I was at university. Back then, I didn’t even know agency communications was a career path, let alone healthcare communications. My route into it was completely roundabout. But what I found was a career that blends creativity, strategy and science, with real human impact behind it. Events like the PM Society’s ‘A Career in Healthcare Communications’ make that path visible much earlier. Sometimes the best careers are the ones you didn’t know existed.

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A practical guide to the top MarTech tools African marketers need in 2026 to streamline marketing, automate workflows, and optimise campaign performance.

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A great morning at the Digital Pharma Advances conference today in London. Unsurprisingly, lots of talk about Ai 🤖 So positive than there was not one mention of it ruining jobs or destroying the world. 🌎 Rather, it was all about how it can and does help us in our everyday BioPharma lives and that will only improve in the coming years. One quote that stuck with me about where we are today: Ai: Everything. Everywhere. All at once! As we continue to develop with Ai and become more comfortable with its benefits and uses, we will see it continue to shift the way we work. In a positive way. 💪 #aiheretostay #aiadvances #learning #BioPharmalaunch #BioPharmaconsulting

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Some interesting insights into broadcast and the Pharma sector from my lovely colleague Cicely Batstone who heads our Health & Education practice 👇

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The important story for me at Pharma & Healthcare Comms & Reputation Conference is a shift from activity → accountability. Working at MD Health an agency who's team has vast experience working across many therapeutic areas and undertaking extraordinary projects in #oncology, #AIdiagnostics, #ethnography and #SocialImpact, we’re seeing the same patterns with our clients: clarity, transparency and evidence are truly non-negotiable. Our industry isn’t just being asked what it does – but how it does it and who benefits. If you’d like support translating this into your 2026 comms planning – we’re always happy to talk. Yesterday’s event, hosted perfectly by Pia Beltrão Hansen and Andy McGuffie left me with a powerful takeaway: trust only works when every voice is heard - whether that’s across internal teams or from the external stakeholders we serve. Across the panels and presentations, it became clear that as communicators we hold real influence over who gets access to information, how it lands and who gets left out. For me, the most striking reminder was the absolute importance of listening to perspectives from all walks of life – people whose lived experiences are genuinely shaped by the decisions we help shape. Accessibility is key. A few reflections that resonated for me: ·        Responsible, expert-led AI is no longer optional. From discovery to clinical development, launch, lifecycle and beyond – we need frameworks that keep pace with innovation without sacrificing integrity. ·        The patient voice is not an add-on. It is foundational. Hearing again how early, meaningful and continual engagement can strengthen outcomes felt particularly timely. ·        Cross-functional collaboration remains essential – from scientific teams to comms, policy, commercial and patient groups – we cannot meet expectations in 2026 without it. A personal highlight was reconnecting with Ben Fisher, whose presentation discussing many important points including scientific integrity was most compelling. As we move into 2026, the pressure on our industry’s reputation is undeniable, but so is the opportunity: 👉 From activity → accountability 👉 From messages → meaning 👉 From what we say → what we can demonstrate, defend and deliver I left the room reminded that our real job is to bridge complexity with clarity, innovation with responsibility and technology with humanity. And above all: protect trust through transparency, evidence and empathy. Thank you to ALL the inspiring speakers!

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Really interesting article I think spot on in it's articulation of the problem, people in PR do a great job 'selling' the value of the organisations they work for but often miss the opportunity to do so for our profession Both publicly but also within our organisations https://lnkd.in/efz-MegC

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Mounjaro (tirzepatide) manufacturer Eli Lilly and Company has added warnings to its patient information leaflet for the drug that acute pancreatitis can be a “serious, potentially life-threatening condition”. Heidi Wright, practice and policy lead for England at the Royal Pharmaceutical Society (RPS), said the warning was "an important reminder that while GLP-1 receptor agonists can be highly effective, they are not without risks.” “Awareness of those risks among patients and healthcare professionals is essential,” she said, encouraging clinicians and patients to report any adverse side effects to the Medicines and Healthcare products Regulatory Agency's Yellow Card scheme. “Clear communication, sourcing medicines from regulated providers, and greater vigilance can help ensure these treatments are used safely,” Wright added. According to latest MHRA data, 65% of the adverse effects from tirzepatide reported in 2025, 65% related to a gastrointestinal (GI) side effect. Non-serious GI effects made up 72% of the total non-serious side effects reported, 43% of those with a serious outcome and 55% of those with a fatal outcome. Read more on Pharmaceutical Journal Publications: https://lnkd.in/eWiVkScm

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So proud of the Community Investment team AstraZeneca and the work they do creating opportunities for girls to step into leadership roles through initiatives like #GirlsBelongHere2025 in partnership with Plan International. Talking to these girls about their perspectives on how we can build a more inclusive healthcare sector is truly inspiring. It’s a great reminder of how important it is to open doors for the next generation of female leaders and show them that they belong in every space where decisions are made. 🌍 #YoungHealthProgramme #GirlsBelongHere #InternationalDayOfTheGirl

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Proud to be part of the team at AstraZeneca that is shining a light on the urgent need for prioritisation of chronic obstructive pulmonary disease (COPD). With 88% of policymakers now agreeing that COPD should be a higher public health priority, we’re seeing growing momentum. But there is still so much more to be done. Outdated perceptions and stigma surrounding the disease can keep it in the shadows. Recognising the burden is only the first step, now it’s time to act on it with policies that deliver lasting change. Together, let’s #SpeakUpForCOPD. Learn more: https://bit.ly/3JPE4HL #WorldCOPDDay

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Take a look at the first of our three-part blog series on how Medical Affairs can optimise their involvement throughout the stages of asset development. Part one focuses on the initiation of strategic communication planning during the early phases of development, which can help to shape stronger, more resonant value narratives and build stronger cross-functional internal and external stakeholder relationships from the outset. If you'd like to hear more, please get in touch!

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Digital Twin technology applied to HCP engagement. 🚀 An interesting look at how behavioural data across channels can shape more informed interaction strategies in pharma.

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To close our 2025 campaign reviews, our final theme centred on an important aspect of market access strategy: payer primary research.   We examined how payer decision making is now more complex, evidence based and less tolerant of assumption and uncertainty. High-quality payer research shapes strategy from the outset – ensuring that access plans, value propositions and evidence generation are built around payer expectations rather than internal assumptions.   A core insight was the importance of understanding where real decision-making power lies. Who you ask matters as much as what you ask. National assessors, regional budget holders, committee members and former policymakers each influence access in distinct ways. Effective research depends on validating payer roles, confirming recent decision-making experience and aligning respondents with local funding dynamics – ensuring results reflect reality, not theory.   We also explored how strong research design underpins credible insight. Every study should begin with a clear view of the decision it aims to inform. Interview guides must be purposeful, replicating real-world funding discussions and probing thresholds, budget constraints and evidence requirements. When done well, payer research challenges assumptions and helps teams avoid costly launch missteps.   Another key message: insight only adds value when it drives action. We showcased how payer feedback can guide tactical decisions – refining value propositions, adjusting pricing strategies, prioritising evidence generation and shaping development plans. In complex programmes, payer research delivers the most impact when integrated with modelling, secondary data and internal strategy workshops.   The campaign concluded with four principles for effective payer research:   - Start with the decision, not the persona  - Validate every respondent’s influence  - Frame questions to inform strategy, not confirm bias  - Deliver outputs that directly shape access plans  Case studies from rare disease and ophthalmology demonstrated how this disciplined approach transforms complex, uncertain data into clear, credible value stories.   In short, this campaign reinforced one idea: payer research is not a box-ticking exercise. When rigorously designed and applied, it forms the foundation for confident pricing, evidence and access strategies. As payer expectations rise, this discipline is more essential than ever.

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Last week the team & I had the absolute pleasure of co-creating oncology content for “Health, Matters!” with Prof Alison Birtle in London 🇬🇧 Alison is a fantastic communicator, condensing complexity into scientific soundbites that are actually helpful for the public at large. Listen to her in action on BBC Lancs this morning, with why it’s vital to pay attention to blood in your urine. 🩸 💧 Full clip here: https://lnkd.in/dyWaEgrR Also if you are interested. . . Health, Matters! Is a Bayer Original Series designed to foster a deeper understanding of health, making it accessible, relevant & relatable to all. Episode 1️⃣ Power to the patient 💪🏻 / Dr Ambarish Pandey / https://lnkd.in/dfWCZ7RH Episode 2️⃣ Is sitting really the new smoking? 🚬 / Dr Martha Gulati / https://lnkd.in/dGeKk8CA Catherine Allen 📝 Catherine Wormington Catherine Cosulich Phil Blackmore Paul Simms Angela Hutse Allison Coyle, MBA Nathalie Sadie Rod Whiting Poppy Valentine Hadkinson Cormac Wooller Sophie Lucas Eleanor Dance Janesh Mistry

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I’m genuinely excited to say we've released a brand new white paper, "The Value Gap". We started our independent research back at the end of October, talking to 225 HCPs across the UK, US, and Germany. And the result of this hard work? It was discovering that there is still a clear disconnect between the volume of digital activity done by pharma and healthcare organisations and the value clinicians actually experience. And this is the Value Gap we talk about in the paper. It’s about delivering what people need, not just more of the same. Huge thanks to everyone who contributed their insights and expertise. Download your copy here ➡️ https://lnkd.in/ebFMUh9g

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