James Gregory is CEO of Corporate Branding, a global brand-strategy and communications firm.
May 1, 2007 By:
When it comes to corporate reputations, it's clear the pharmaceutical industry doesn't quite get it. (Just pick up any newspaper.) But here's the latest newsflash when it comes to managing a bad rap: You get what you pay for.
During the last five years, the pharmaceutical market underwent dramatic change. Most companies became far more aggressive in all forms of promotion, particularly direct-to-consumer (DTC) advertising, and the rush to create consumer demand for specific therapies brought product brands to the front line.