[Reporter’s View] Moderna needs to learn the Korean way

of empathic communication

“We expect the establishment of the Korean subsidiary will aid the smooth supply of mRNA vaccines and allow for a more active engagement and communication with the Korean government, media, and academia.” This was what Moderna had said on the 2nd to the invited media at a press conference.

 

Moderna’s establishment of the Korean subsidiary had been the focus of all interest, that a US biotech that had gained nationwide fame in the COVID-19 pandemic will be establishing a subsidiary in Korea.

 

Their establishment of a branch indicates that their plans do not end at selling COVID-19 vaccines in the area.

 

It had also signed CMO agreements with Samsung Biologics for the fill&finish manufacturing of its vaccine.

 

In addition, there were rumors that the company may also CMO the drug substance as well or build a plant of its own to manufacture the drug substance.

 

It was the same day that the company announced the appointment of Ji-Young Sohn as the new general manager of Moderna Korea.

 

This official announcement was seen as the start of the company’s official activity in Korea and was why many had anticipated the press conference that was held that day.

 

There were many questions to be asked on how the Korean subsidiary will be organized, its activities, the company’s plans in Korea, and collaboration with local companies, among others.

 

However, the active engagement in communication that the company had signified was not up to par or two-way.

 

The press conference that day was rather disappointing.

 

Only two Moderna officials – the VP of Global Medical Affairs at Moderna HQ and the VP of Medical Affairs from the Korean subsidiary had attended the conference.

 

The newly appointed GM was also not at the meeting, and the attendees refrained from answering any questions related to the company’s business activities as they are medical officials.

 

The reporters were only able to get little insight into how the company’s workforce will be organized.

 

The only response provided to questions unrelated to vaccines, such as those regarding the company, was that we should refer to the company’s PR agency for answers.

 

Moderna only provided detailed information on its ‘plans to develop booster shots,’ and the ‘myocarditis side effect’ of vaccines that it had planned to deliver at the conference.

 

Of course, such vaccine-related news is important information.

 

But the company should have also been more open in sharing information about the activities and collaborations that will be made by the Korean branch that the media and the public were also curious about.

 

From Moderna’s point of view, the actives of its Korean branch may not be such a big issue.

 

But still, true communication entails the faithful exchange of questions and answers on both sides.

 

The response and non-participation of relevant personnel required to answer questions are more of a non-communication.

 

The miscommunications on Moderna's part this time left much to be desired.