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Public relations and its role in pharmaceutical brand building

In: Brand Medicine

Author

Listed:
  • David Catlett

    (Ketchum)

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.

Suggested Citation

  • David Catlett, 2001. "Public relations and its role in pharmaceutical brand building," Palgrave Macmillan Books, in: Tom Blackett & Rebecca Robins (ed.), Brand Medicine, chapter 0, pages 130-140, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-52251-0_9
    DOI: 10.1057/9780230522510_9
    as

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