Barbara Schädler | Influence 100
barbara-schaedler-2024-influence-100

Barbara Schädler

Head of Group Communications
Roche
Germany

 

Barbara Schädler joined Roche in October 2019, just a few short months before Covid changed the world. While this was her first foray into pharmaceutical and diagnostics communications, after nearly five years, she fully understands the global communications challenges and opportunities surrounding the healthcare industry across both pharmaceuticals and diagnostics and has led Roche communications through the pandemic.

Schädler seems to impress wherever she goes: as she left her previous role at European electric company E.ON, chief executive Johannes Teyssen said she had “significantly enhanced the company‘s public reputation as well as employee involvement” in her three years with the firm.

Schädler had joined E.ON from Lufthansa, where she spent three years as SVP of communications. Before joining the airline, Schädler was global communications SVP at SAP. She was also the CEO and founder of Impact Consult, and has worked at Fujitsu Siemens and the German Ministry of Finance.

As head of global communications at one of the world’s largest healthcare companies, Schädler is a member of its Extended Executive Committee, and is also a founding member of Global Women in PR Deutschland.

Can you share a moment in your career when you saw PR’s direct impact on business performance?

Yes, rebuilding Lufthansa's reputation after the GermanWings crash and of course during the Covid pandemic when Roche significantly contributed to people’s health. Communications has had a pivotal role in educating all of our audiences around this and building trust in our industry.

What are the communications industry's biggest challenges and opportunities in the year ahead?

Data-driven insights: the availability of data and advanced analytics provides communication professionals with valuable insights into audience behaviour, preferences, and sentiment. By leveraging insights, we can make smarter choices, refine our communication strategies, drive engagement and measure the impact of our efforts more effectively.

What have you most admired about this industry over the past years?

Crisis communication: many organizations and communication professionals have been recognised for their effective crisis communication strategies during challenging times, such as the Covid pandemic. Clear, transparent, and timely communication has been crucial in disseminating critical information, promoting public health measures, and maintaining trust.

What has most disappointed you about this industry over the past year?

We all contribute by far too often to the noise in the world instead of really engaging with our audiences. I strongly believe that less is more.

How have you switched off from work and maintained wellness over the past year?

Sports, my family and my friends, and cooking.

Which book/movie/TV show/podcast/playlist/other cultural source has helped you get through the past year or provided inspiration?

‘The Kite Runner’ by Khaled Hosseini.

If I wasn't working in marketing/communications, I would be...

Traveling around the world!