Title

Are Consumers Really Ill? The Importance of Effective and Accurate Marketing and Communication Strategies by Pharmaceutical Companies

Date of Award

3-7-2011

Document Type

Capstone Project

Disciplines

Organiz. & Prof. Communication

Degree Name

Master of Professional Studies

Department

Organiz & Prof Communication

Advisor

Lora Louise Broady

Keywords

biotech; clinical trials; consumer; marketing; patient recruitment; pharmaceutical

Abstract

Abstract \ Recruitment campaigns and media communication are becoming increasingly important aspects of the overall marketing strategies for pharmaceutical companies. Currently the industry faces credibility issues due to media exposure of adverse events that have occurred in certain patient populations and specific negative corporate behavior that has resulted in fines and sanctions. It is these same pharmaceutical organizations that also provide a significant value in both educational materials and new product development. This capstone researches both recent media coverage of pharmaceutical companies marketing practices and surveys consumer awareness and behavior regarding pharmaceutical companies' messages. The results describe the best media tools to reach consumers and create a strong, positive, accurate and believable message for patients.

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