“It’s an excellent time for many pharmaceutical companies, which have developed bad names for profiteering in developing countries, to provide a public service on health and preventive measures - it’s disappointing this is not happening and it’s a missed opportunity,” said David Wolf, CEO of Wolf Group Asia.
That view was echoed by Ray Rudowski, Hill & Knowlton’s regional director for crisis and issues management. “The general attitude has been one of wait and see. Pharmaceutical firms could liaise with health authorities to provide a working group for public awareness,” he said.
Swine flu’s spread to Asia caused a press frenzy after a hotel in Hong Kong was quarantined for a week. Meanwhile, Cathay Pacific hit the headlines when it backed down on its refusal to allow flight attendants to wear face masks. “Forward planning can prevent a scenario that affects reputation and branding. Hotels could conduct health checks and give precautionary information to guests - they could even align themselves with health insurance brands,” said Rudowski.
According to Chris Jaques, M&C Saatchi’s CEO Asia, some brands have struggled to respond due to the financial crisis. “It’s small-scale compared to the other problems businesses are facing - it’s only imperative for hotels and airlines. Other businesses are crossing their fingers and hoping it’ll go away.”
In contrast, healthcare marketers have praised the speed at which the authorities have kept the public informed, especially when compared with the reaction to Sars in 2003.
“This is exactly the right response,” says James Hammond, director of health, DDB Asia-Pacific. “But the big concern is later in the year. The authorities are secretly concerned about the winter.”
Meanwhile, Christopher Graves, president and CEO Asia-Pacific at Ogilvy PR, pointed to the growing use of social media. “There was early criticism of Twitter for being alarmist, but social networks have accelerated the sharing of credible information.”
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