The more things change, the more they stay the same!

When we published The State of Engagement in the Pharma Sector 2024, we lifted the lid on how people working in pharma really feel about internal communication, change, and transformation. A year on, new data from the IOIC’s IC Index 2025 tells a remarkably similar story about three areas that continue to make or break employee engagement:

1. Strategy: employees need to hear it from the top

In our research, 44% of pharma employees saw no clear link between the change initiatives they were experiencing and their organisation’s strategic goals. That’s nearly half feeling disconnected from the ‘why’ behind the ‘what’. The new research reflects the same issue. UK employees are significantly more likely to feel clear on strategy when it’s shared by the CEO (82%). Notably, communication from direct managers or internal channels doesn’t have the same impact.

If leaders don’t make the case, people won’t make the effort.

2. Line managers: still the missing link?

Our report found that nearly one-third of pharma employees said their manager either communicated poorly or only ‘sometimes’ communicated well. The IC Index reinforces this concern: while 94% of managers say they have the skills to communicate well, only 51% of employees believe leaders understand the challenges they face. That gap suggests many managers are overestimating their effectiveness.

If organisations want managers to be effective communicators, they need to be properly equipped, coached, and held accountable.

3. AI: The tech is evolving. The communication still isn’t.

In pharma, the pace of AI adoption is fast – but understanding is lagging. Our research found that only a quarter of employees see themselves as championing AI, with a third lacking clarity about its future role. The latest research echoes this uncertainty with just 41% of UK employees saying their employer has clearly communicated how AI will be used responsibly.

Without proactive communication, AI becomes a source of anxiety rather than opportunity. The challenge for internal communicators is to demystify it – connecting AI to everyday realities, practical benefits, as well as the ethical boundaries governing its use.

At Dialogue, we help organisations navigate this new world with communication that’s clear, human, and connected to real business outcomes. Just click here to get in touch today.