CHAPTER 41THE PHARMACEUTICAL INDUSTRY: From Promotion to Constituency Relations

Elliot S. Schreiber, Ph.D.Clinical Professor of Marketing and Executive DirectorCenter for Corporate Reputation ManagementBennett S. LeBow College of BusinessDrexel University

A CHANGING PHARMACEUTICAL INDUSTRY CREATES NEW CHALLENGES FOR STRATEGIC PUBLIC RELATIONS

The pharmaceutical industry is in a state of flux and is undergoing tremendous change. Much of this change is due to increased pressure to control healthcare costs in general and the cost of drugs in particular. The industry feels like it is under siege from patients, insurance companies and governmental regulators.

These pressures have created a new market environment for the industry and, with it, the ...

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