When effectively managed, public relations creates unique opportunities for marketers to provide consumers and healthcare professionals with immediate and thorough drug and healthcare information.
The healthcare public-relations market in the United States grew 30% last year and is now valued at $434 million, with about 76% dedicated to pharmaceuticals and device and diagnostics. It is not surprising, therefore, that one-half, or 51%, of all brand managers consider public relations to be the most effective marketing tool in terms of dollars spent, according to a survey conducted by M Booth & Associates. Second to public relations is advertising at 44%, with sales promotion coming in at 21%, followed by new media, 17%.
Pharmaceutical marketers no longer regard public relations as simply publicity and events — it is an immediate medium that can reach thousands. Marketers view public relations as an important part…
How Total PR Budgets are Allocated Across All Industries (excluding automotive)
Building An Effective Healthcare Public-Relations Program
Survey Pinpoints Value of Public Relations in Building Brands
Experts on this topic
Gil Bashe. CEO, Health!Quest Global Communication Partners, Metuchen, N.J.; Health!Quest is a global healthcare communications network
Sheila Gies. International communications manager, Hoffmann-La Roche, Nutley, N.J.; Roche is an international pharmaceutical company
Marita Gomez. CEO, HealthInfo Direct LLC, Schaumburg, Ill.; HealthInfo is a marketing communications company that assists pharmaceutical companies and corporations with their direct marketing and public relations initiatives
Robert W. Grupp. VP, Corporate Communications, Cephalon Inc., West Chester, Pa.; Cephalon is an international biopharmaceutical company
Steven Immergut. Managing Partner/ Director of Client Services, Health!Quest Public Relations, Metuchen, N.J.; Health!Quest Public Relations is a division of Health!Quest, a global healthcare communications network
Nancy Bacher Long. Executive VP/Director of Public Relations, Dorland Sweeney Jones Health Communications, Philadelphia; Dorland Sweeney Jones is a healthcare communications agency
Neil McGregor-Paterson. Managing Director, Shire Hall US, Parsippany, N.J.; Shire Hall is a healthcare communications agency
Ron Schmid. VP, Public Relations, Centocor Inc., Malvern, Pa.; Centocor is a biotechnology company and a wholly owned subsidiary of Johnson & Johnson
Ed Tate. Executive VP, Dudnyk Public Relations, Horsham, Pa.; Dudnyk Public Relations is a division of Dudnyk Healthcare Group, a healthcare advertising agency