Inizio Evoke’s landmark whitepaper calls for urgent transparency, action, and alignment with HCP expectations
June 2025 – London – The healthcare industry is facing a stark reality: its environmental footprint is no longer a side issue, it’s a reputational and commercial imperative.
A new whitepaper from Inizio Evoke, Health More Human: Pharma’s Green Frontier, lays bare the mounting pressure on the industry to build on their progress on sustainability, as 94 per cent of healthcare professionals (HCPs) say environmental concerns are shaping their treatment decisions.
Drawing on proprietary data from over 950 healthcare professionals (HCPs) across six countries and fifteen therapy areas*, the report unveils a clear message from the frontline of care: pharma needs to do more to lead the charge in communicating sustainable innovation.
Despite this growing urgency, cost, lack of information, and availability of sustainable products remain the biggest barriers to sustainable prescribing. The report highlights that 85 per cent of HCPs believe it’s important that pharmaceutical and MedTech companies explicitly communicate the environmental impact of their products. Yet, nearly half say they haven’t seen any product-level sustainability claims in the past year.
“We commissioned this research to understand how sustainability is shaping treatment decisions – and the message from HCPs is unequivocal. Unless healthcare companies accelerate the pace of action, prioritising transparency and accountability they risk losing trust from both HCPs and the public. We simply cannot ignore healthcare’s climate footprint.
While we’re seeing promising progress from companies and our clients that are proactively prioritising sustainability messaging, the wider industry must follow suit. This report provides a roadmap for healthcare to lead with credibility, clarity, and lasting impact.”
Joe Marshall, Head of Strategic Innovation at Inizio Evoke
The report highlights:
94% of HCPs say environmental sustainability will influence their treatment decisions by 2030
81% would choose the more sustainable option if two products had equal safety and efficacy
Top concern among HCPs: plastic waste
Biggest barriers to sustainable product choices: lack of information, cost, and availability
Call to action:
Marshall added: "This whitepaper outlines actionable steps for our industry, from pharmaceutical companies to MedTech, to enhance sustainability communications and build trust amongst patients, HCPs and the informed public.”
Download the whitepaper
To access the full report and the 5 principles of sustainable communications, click here.
* About the research - This whitepaper draws on data from a large-scale quantitative survey conducted in partnership with SERMO, the global social network and insights platform for healthcare professionals. The survey gathered insights from 956 HCPs across six markets (France, Germany, Italy, Spain, the UK, and the USA) and 15 therapy areas, including general practice, surgery, intensive care, pharmacy, and veterinary medicine. The objective was to explore current perceptions of environmental sustainability in healthcare, the visibility and clarity of product-level claims, and the influence of sustainability on prescribing and purchasing behaviours. Conducted in early 2025, this is believed to be one of the most comprehensive cross-market datasets available on HCP attitudes towards environmental claims in the healthcare industry.
Media contact:
Ed Sexton, Inizio Evoke Europe: Ed.Sexton@inizioevoke.com
About Inizio Evoke
Inizio Evoke is a global health marketing, communications, and transformation platform unlocking growth through data-driven insight and human centricity. Purpose-built to solve life’s greatest health challenges and united by a shared purpose: Health more human. Inizio Evoke is built to design intuitive, people-centric experiences, brands, and businesses that drive transformative growth. For more information, visit www.inizioevoke.com
About Inizio
Inizio is a commercialization partner that provides tailored, innovative solutions to help health and life sciences companies with their clinical development and commercialization journey to maximize patient access. Leveraging its connected suite of capabilities, Inizio experts guide clients through each pivotal moment in their asset's lifecycle, by simplifying the complex, unlocking value, and enhancing treatment outcomes.
Inizio has five specialist business units, each comprising best-in-class companies that provide the depth, breadth, and scale to activate transformational solutions and reimagine health.
For more information visit: www.inizio.com