With communications experience spanning almost 30 years, Peter Craddick, an SP Consulting Senior Partner, provides his clients with media relations strategies and brand positioning expertise, specifically within the healthcare sector. He has held executive positions at leading international communications firms like Fleishman-Hillard, and corporations that include AstraZeneca and Pfizer Inc.
In addition to his responsibilities at SP Consulting, he serves as a Senior Partner of Rosslyn Advisors LLC. Previously, he served as communications director for Pfizer’s Chief Scientific Officer, where he was the liaison with the United Nations, NIH, the FDA, PhRMA and other governmental and non-government organizations. In this role, his focus was on policy issues to help brand Pfizer as a leading research-based scientific organization with an emphasis on global health. He also developed the pharmaceutical industry submission to the World Health Organization on intellectual property rights and their impact on public health, particularly in the developing world.
He also served as a Senior Vice and group head at Fleishman Hillard, handling the communications needs of United Air Lines, CS First Boston, International Paper, and other Fortune 50 companies. He also led the AstraZeneca team whose goal was to establish the company’s first national media strategy to focus on issues like the cost and access to health care, and the efficacy of follow on therapeutics.
He joined Fleishman-Hillard from MSL Group, a global communications firm, where he led the State Street and Principal Financial Group teams, and helped rebrand Baxter as a leading healthcare and medical equipment company. In other positions, he has worked with a diverse list of clients, including JP Morgan Chase, FedEx, Boston Consulting Group, and Bayer.
For seven years, he was the corporate spokesman and chief media strategist for New York Life and its affiliated companies worldwide, and tackled a number of hot button issues, including the AIDS epidemic and the health insurance industry’s response to it.
He resides in New York City with his daughter, and is a graduate of George Mason University.