Despite growing complaints about the negative reputation of the pharmaceutical industry, little fundamental research data has been available on the topic so far.
A detailed analysis by George P. Sillup and Stephen J. Porth published in the International Journal of Pharmaceutical and Healthcare Marketing supports the evidence. Following an audit of the top five U.S. newspapers over two years (2004-2005), Sillup and Porth concluded that the overall coverage of the pharmaceutical industry was primarily negative (69.5% and 60.1% in 2004 and 2005, respectively) and that “pharmaceutical companies need to take action to address the negative impression about them.”
In our view, the findings underline the importance of a sustainable, long-term communication strategy targeting all relevant stakeholders, including patients and the general public.
Further details and the full article (pdf) can be found at the Emerald Insight website: http://bit.ly/axb8X0
Source: George P. Sillup and Stephen J. Porth in the International Journal of Pharmaceutical and Healthcare Marketing, Vol. 2 No. 3, 2008, pp. 163-180