Non-causality crisis response and organisational reputation: The reactions of CVS to the opioid epidemic

John A. Fortunato and Ralph A. Gigliotti

Journal of Brand Strategy, 2019, vol. 8, issue 1, 86-99

Abstract: Many crisis management studies focus on an organisation that is deemed to be responsible for the occurrence of a crisis. In crises where there is no direct, singular causality, any organisation has the opportunity to proactively initiate policies to address the situation. The opioid crisis is one societal issue that cannot easily be attributed to any singular organisation. Research indicates that an effective healthcare campaign has to address the audience resistance barriers to behaviour change, which include both the denial of condition applicability to self and the rejection of unappealing treatment recommendations. CVS Health (CVS) has initiated policies to address this epidemic that follow this strategic guide. CVS is now limiting the number of days and the daily dosage of opioid prescriptions for new patients, increasing education and counselling programmes, facilitating the disposal of opioid medication, and working with governments to make opioid-overdose medication available without a prescription. Through these actions, CVS is attempting to influence healthcare behaviours, enhance its brand reputation and strengthen its position as a healthcare solutions leader.

Keywords: Brand reputation; brand positioning; crisis response; corporate social responsibility; opioid addiction; healthcare behaviour (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2019
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