Pharmaceutical companies should consider investing in public health campaigns as a way to help with the challenges facing healthcare systems, according to a report discussed in Pharma Times.

The study was conducted by the Economist Intelligence Unit and commissioned by Digitas Health Europe.  It questioned 450 healthcare professionals in Europe, Latin America, China and India and discovered that 32.4% believed investing in public health campaigns was an important factor for pharmaceutical companies.

Nearly 100% of the respondents stated that awareness campaigns that focus on preventative medicine and encourage people to take control of their own health were a valuable part of the industry.

About 70% of healthcare professionals felt chronic metabolic diseases, such as diabetes, as their country’s primary challenge; ageing populations was next at 34.4%; infectious diseases can in at 25.8% and drug and alcohol abuse at 23%.

Overall, the biggest challenge to the countries’ healthcare systems was lack of funding, health care providers reported.

Iain Scott, managing editor at the Economist Intelligence Unit, said the research revealed what the industry was facing: “There’s also a clear indication of where pharma companies ought to place themselves. Doctors value the information they receive from drug firms and they see a big role for pharma in helping take some pressure off healthcare systems by supporting public health campaigns.”