For several years now, Cosmofarma and Pubblico Delirio—a strategic consulting firm specializing in digital reputation—have been working to raise awareness, provide training, and keep pharmacists informed about the opportunities and risks associated with their presence on social media and their collaborations with companies.

The first phase of the project involved Fenagifar (National Federation of Young Pharmacists’ Associations), Assoinfluencer—now ACE (Creator Economy Association)—and ONIM (National Influencer Marketing Observatory) in the preparatory roundtable.

At Cosmofarma 2026, the conference “Against the Infodemic: Toward a Communication Standard for the Healthcare Sector” expanded the discussion to include additional key organizations and institutions relevant to the pharmacy sector—including FOFI (Federation of Italian Pharmacists’ Associations) and Federfarma—as well as communication stakeholders such as IAP (Institute of Advertising Self-Regulation), Ferpi (Italian Public Relations Federation), and the talent agency Autentica, which has been collaborating for years with pharmacists, IAP, and Agcom and shares with Cosmofarma and Pubblico Delirio a commitment to promoting best practices.

The conference explored the role of digital communication in a context where pharmacists serve as a key point of reference for informing, raising awareness, and educating the public on topics such as health, beauty, and well-being. In this context, it is essential to adopt a tone of voice that combines authority, clarity, and approachability in order to communicate effectively without losing credibility.

Defining the right tone of voice is a difficult challenge to overcome, which is why this guide helps raise pharmacists’ awareness and equip them with practical solutions for authoritative, relevant, and ethical communication—for the benefit of both the profession and the public.

The guide takes the form of a practical checklist, organized into nine criteria based on three fundamental principles—authority, relevance, and ethics—designed to help pharmacists verify, prior to publication, that their content complies with current regulations and communicates effectively and responsibly.