Healthcare Public Relations used to be quite simply segmented into either communications for prescription drugs or over-the-counter medicines. Each of these two disciplines had their own distinct strategic approaches and sets of tactics. The last decade has seen the boundaries between the two blur as each has 'borrowed' from the other. We have also seen more product groups starting to utilise healthcare approaches. In addition to traditional prescription medicines, which tackle thousands of serious medical conditions and over-the-counter medicines for the full range of minor ailments spanning haemorrhoids to hay fever, cough and colds to chilblains we now see a whole range of products which have now acquired 'health status'. These include nutraceuticals, cosmeceuticals, food supplements, medical devices and technologies, cosmetic surgery, foods and drinks, organic or additive-free products.

To provide our clients with the optimum service, we require a deep understanding of professional and consumer marketing, marketing communications and government regulations. Healthcare PR has always been restricted by rigorous control of claims and marketing. As these controls are constantly reviewed and updated, we use our network of expertise to keep us at the forefront of any changes: guiding us; keeping us informed and helping us to influence change. We help companies drive product sales through strategic public relations programmes that drive opinion leaders to recommendation and motivate customers to action. At Nexus, we understand today's consumer marketplace: how consumers and healthcare professionals think, what their demands are, how sophisticated these demands have become, and when/where/how a client should target messages and position products to keep up with shifting consumer and professional brand loyalties. We do not allow ourselves to become locked in a box of closed thinking, but search for the best solutions for challenges wherever they may lie. For instance, although the public may be the potential purchasers of an over-the-counter medicine, it may be necessary to influence healthcare professionals and consumer organisations in order to secure recommendations and avoid barriers to purchase; or when looking to drive sales of a healthy food, direct-to-consumer tactics and education may prove to be vital.