Mike Birtwistle, Bill Morgan and Sarah Winstone look at what the new NHS means for pharma and healthcare communications.

This is an article published in the January 2014 edition of Communiqué magazine. In it we argue that, although a lot has changed in the NHS, most customers remain the same for the pharmaceutical industry. This continuity is as important as the inevitable disruption of reform. What matters is not the new world itself, but how key decision-makers respond to the pressures within it.