Irena Knežević: Positive Changes are Only Possible if We Build them Together

Hemofarm, the pharmaceutical leader in the country and the region, has been consistently developing a PR strategy grounded in clear values for years. Honesty, authenticity, and social responsibility are not just principles but the foundation of communication that builds trust with the public.

We spoke with Irena Knežević, Corporate Communications Manager at Hemofarm, about how the company builds an emotional connection with consumers, tackles stereotypes, and creates impactful campaigns that have left a lasting mark.

As a company with a long-standing presence on the market and a well-known name in the pharmaceutical industry, Hemofarm has built a reputation based not only on the quality of its products but also on strong communication with the public. We were curious about the key elements of the PR strategy that help Hemofarm maintain its leading position in the pharmaceutical industry of the region.

‘Our PR strategy is based on honesty and authenticity, which form the foundation of our relationships with consumers and the media. Every piece of our communication has a clear purpose and reflects our values. The key elements include proactive communication with all types of audiences, steering discourse towards relevant social issues, and actively engaging with the community,’ says Knežević.

She also emphasises that by breaking health taboos and opening discussions on important but often overlooked issues, the public's focus is directed towards health preservation, the importance of prevention, and overall well-being.

‘For years now, our employees have been supporting the Movember movement, which aims to raise awareness about men's health. Many of them, including our Director, Saša Urošević, traditionally grow moustaches in November. Every year, Hemofarm's 'Moustached Men’ remind us that visiting the doctor is a completely normal and routine process with no shame or embarrassment, and that check-ups can be done throughout the year, not just in November,’ says Irena Knežević.

An emotional connection with consumers is very important as it strengthens the relationship of trust and loyalty among other. However, such connection must be earned through honesty and authenticity. Irena suggests their Superheroes campaign as an example.

‘With the Superheroes campaign, relying on the trust in us and our products, we helped hospitals across the country during the Covid era. There is also the Start with Yourself initiative, through which, together with our citizens, we equipped parental houses in Bosnia and Herzegovina. Our campaigns are focused on stories that have a positive impact on communities. Through open and honest communication, we strive to clearly demonstrate our commitment to health, breaking stigmas, and addressing topics of social significance. I believe that our customers recognise this in our communication,’ says Knežević.

Hemofarm has also launched a campaign called Let's Rewrite the Story from the Beginning. The focus of this campaign is on correcting false narratives about women from an early age, because every life story deserves to be told the right way,’ says Knežević.

‘By launching such a campaign, our goal is to warn against the prejudices and harmful narratives that shape women's lives from an early age. Every woman should take control of her own story, and together we must work on breaking the stigma that often surrounds experienced violence. Education is the key, and through open dialogue on these issues, we emphasize how important it is for everyone to feel safe and respected,’ highlights the Corporate Communications Manager at Hemofarm.

The goal is to change the perception and create a society that supports women, enabling them to speak about their experiences and the challenges they have weathered.

In a society increasingly facing the need for open dialogue on sensitive topics, the fight against deeply rooted prejudices and stereotypes becomes ever more important. Changing generational narratives requires a long-term approach, as well as a willingness to address important, often overlooked topics.

‘Changing deeply rooted prejudices and stereotypes is a challenging but achievable process. I believe that the key to success lies in a long-term, systematic approach that includes education, dialogue, and community support,’ says Irena, adding that education starting from an early age plays a central role, ensuring that children develop critical thinking and empathy.

It is through the active involvement of citizens and the highlighting of positive examples of behaviour, that a space is created for a supportive environment that encourages change and opens dialogue on taboo topics.

‘We promote mutual understanding because it is only through dialogue that we can encourage both young and older individuals to understand the consequences of their actions. By creating positive behavioural patterns, telling good stories, and driving change, we are making steps forward. Only together we can achieve this!’ , points out Irena Knežević.

Taking into account that Hemofarm operates on multiple markets with different cultures and specificities, the communication challenges are significant. We wanted to know how the PR strategy operates in such an environment.

‘Our communication is localised in accordance with the cultural and social specificities of each market. We have global guidelines and we tailor our messages to local needs, targets and challenges. Understanding local contexts enables us to open dialogues on important health-related issues. Through collaboration with local communities, we work on activities that benefit everyone,’ she concludes.

Hemofarm demonstrates through its activities that success in the pharmaceutical industry is not only the result of high-quality products but also of strong, authentic, and socially responsible communication. Through long-term commitment to open dialogue, education, and active community engagement, the company builds trust and breaks down prejudices, fostering positive changes in society. Examples such as Superheroes and Let's Rewrite the Story from the Beginning campaigns clearly demonstrate how important it is to create content that not only informs but also inspires.

Hemofarm's PR strategy, tailored to different markets, confirms that the key to success lies in balancing global values with local needs, making this company a role model in the region and beyond.

(Source: Biznis.ba)