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Daniel McIver did not originally set out with a goal of pursuing a career in healthcare and pharma PR.
His undergraduate major at Liverpool John Moores University was in media production, followed by a master’s in public relations. He then worked for agencies and in-house with non-healthcare clients before transitioning over to pharma when he joined U.K.-based life sciences agency ramarketing in 2021.
Part of the draw, he explained in a recent interview, was personal, having witnessed people he is close to navigate the healthcare system.
After working for ramarketing remotely from Liverpool for several years, McIver moved to the agency’s Toronto office earlier this year. As a PR manager, his approach consists of placing the human aspect of his work front and center in everything he does while also using all the tools that make the agency’s efforts quantifiable, ensuring that clients achieve their desired returns on investment.
In a Q&A for Fierce Pharma Marketing’s “Rising Stars” series, McIver spoke about the challenges and rewards of his work and how he’s using his free time to explore his new Canadian home.
Responses have been lightly edited.
Fierce Pharma Marketing: What led you to your current role, and what keeps you motivated?
Daniel McIver: My ongoing motivation comes from a bit of a personal place, having watched several loved ones deal with challenges related to serious illnesses. I felt a strong pull toward the industry because it makes a difference in people’s lives. I wanted to do work that, even if it was just in a small way, helped companies with the development of lifesaving treatments.
When I joined ramarketing, it was the middle of the pandemic, and that amplified the motivation. Seeing the scientific progress at the time reminded me of the importance of effective communication, and it helped me to focus my career on the pharma and life sciences space.
FPMK: What have been the most rewarding or challenging projects that you’ve worked on?
DM: The most rewarding projects are ones where a new client comes to us—for example, a small biotech—and they’re doing all these amazing things, and they’re genuinely innovating in the sector, but the market doesn’t know about them, who they are, what they do or what their expertise is. After discovering more about their business and the science, we work together with them to help form an integrated PR, media and digital strategy to help position them in the market.
Measuring our impact through, say, brand awareness placements or share of voice metrics is one of the most rewarding aspects of my work. I can see how we’ve been able to move the needle—and sometimes in only a short period of time. It’s a challenge, but it’s rewarding when it pays off.
FPMK: If you could give one piece of advice to people who have worked in the industry for decades, what would it be?
DM: Don’t lose sight of the power of human relationships. Even with the rise of AI and other technologies, the core of our industry is still built on people. AI can enhance efficiencies and streamline workflows, but it’s not going to replace strategic thinking or human connections. Keeping that human element is essential. I think as the industry continues to evolve, those organizations that stay the closest to their customers and build those relationships will be able to demonstrate their value as people and not just processes. They’ll be the ones that will continue to stand out.
FPMK: What do you like to do when you’re not helping clients achieve their ROI?
DM: I love to travel and experience new cultures. I’ve just made the big move from the U.K. to Canada, so right now I’m exploring North America and especially the Toronto food scene, which is highly underrated. It’s amazing. Because it’s such a multicultural city, you can find food from across the world, and everywhere you go it’s the best of the best.