Public relations and its role in pharmaceutical brand building

David Catlett
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David Catlett: Ketchum

Chapter Chapter 8 in Brand Medicine, 2001, pp 130-140 from Palgrave Macmillan

Abstract: Abstract In the information age, the power of public relations as a pharmaceutical marketing tool is being appreciated as never before. If you ask different people, you will probably get different answers as to why this is the case: its credibility; its flexibility; its efficiency in using the mass media and the Internet; its utility as both a pre-launch and post-launch marketing tool in a regulated environment; its ability to cut through the clutter to reach and influence diverse populations, including increasingly important consumer audiences; its capacity to leverage the multiplicity of communications outlets that have proliferated in recent years. Any or all of these answers would be appropriate. Public relations has blossomed as a marketing discipline in recent years to gain strong acceptance as a brand-building device.

Keywords: Public Relation; Target Audience; Investor Relation; Marketing Tool; Branded Drug (search for similar items in EconPapers)
Date: 2001
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-52251-0_9

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DOI: 10.1057/9780230522510_9

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