Pharmaceutical Executive-09-02-2002

Successful partnerships with third-party organizations such as patient and caregiver advocacy groups, professional associations, and thought leaders are powerful medicine for pharma companies.

In an organizational environment characterized by downsizing and zero-based budgeting, public relations no longer can convincingly argue that the function is justified without evidence of measurable results.

The pharma industry has traditionally defined effective public relations by the number of positive press clips a campaign generates.

Investors have lost confidence in the market. Specifically, they have lost confidence in the information coming out of corporate America.

As healthcare struggles to reinvent itself, a confluence of major societal forces has irrevocably changed both the business world and the healthcare landscape.

If pharma companies want to be trusted sources of information in today's healthcare environment, they cannot afford to mislead anyone.