SPAG recently joined hands with FINN Partners. Telum sat down with Aman Gupta to find out more about the partnership and the health communications sector more broadly.

Congratulations on joining FINN Partners! What does this announcement mean for SPAG and FINN Partners, and the wider communications industry? What is next for the team?
The joining of SPAG with FINN Partners strengthens our position as home to one of the world’s largest independent Health Practices, with almost SG$50 million in revenue. It also consolidates our position as the most innovative, insight-driven healthcare specialist firm in Asia, with the widest footprint that cuts across key Asian markets including India, China, Southeast Asia, and others.

This collaboration will enable us to bring additional cutting-edge services, geographic reach, and health-sector and digital expertise to our clients. Over the past year, SPAG and FINN worked side-by-side to support client efforts, and this new relationship expands our services' capabilities and opens doors to wonderful staff opportunities and knowledge-sharing around health developments and best practices.

How does this announcement facilitate the inbound and outbound expansion of Asian and global organisations?
Asia’s impact on global health is increasing for two reasons. Inwardly, as Asia is quickly becoming the global supplier of medicine as well as an innovation hub for health tech, the companies in the region are looking for support to take their solutions to global markets such as the US and Europe.

Meanwhile, the global biopharma and health-tech companies in other parts of the world are looking to tap into the vast opportunities that exist in Asia, simply due to the scale the continent offers (e.g., markets in China, India, Japan, Korea, and the emerging needs of Southeast Asia). These opportunities range from introducing innovative life-saving molecules and the latest health technologies, to research and clinical trials.

At this juncture, every critical player in healthcare needs a partner that recognises and understands that Asia is a reflection of where the wheel of change and transformation are; in constant movement and evolution. The interplay is only understood by a team that has its roots in Asia, who appreciate the subtle nuances that otherwise are not visible, but are key to success for any change in the sector.

Healthcare is a strictly regulated market - what are some challenges you've faced when trying to communicate with audiences about healthcare products, and how did you overcome those situations?
Global health is based on a system of regulations, compliances, and scientific rigour, to ensure people get access to innovative solutions that are known for safety and efficacy, and each government has a system to ensure the same. As a specialist agency, we understand the local regulatory needs and align our campaign, messaging, and channel strategy accordingly.

We focus on partnering with the healthcare industry to build narratives that empower different stakeholders to take meaningful decisions that should lead to a better and healthier life. We have invested in building a team that understands these complexities, scientific language, and medico-legal compliance that allows our clients to focus on business impact, and we can take care of the driving campaigns.

Why is it crucial for comms specialists and firms to play a role as game changers in the healthcare industry?
Three main factors are required for a healthcare specialist agency to be a game changer:

• Be part of the industry as a thought leader and invest in research and insights that can shape the industry through powerful narratives and stakeholder engagement.
• Build your knowledge of the regulatory, medical, and compliance affairs of the industry, as well as local market sensitivities, and align your campaigns accordingly. Each market, each therapy, and each stakeholder is different and therefore, agencies need to develop an innovative, customised campaign that is unique and delivers business impact.
• Have a ‘patient first’ approach to ensure you are delivering value to the only stakeholder that matters, as everyone is working towards making difference in the life of this group.

What is the most important tip for comms professionals looking to specialise in healthcare communications?
Health communication is not just doing the job, it has a purpose. Using powerful narratives allow us to make a difference in the lives of millions. Recognising the value that we can deliver is important. Investing time and resources into knowing the language, stakeholders, and interlinkages, having a channel-agnostic approach, and investing in research is what will make communication professionals health communications leaders.