Sara Calabro discovers that healthcare PR strategies are now going beyond science in order to address consumers.
"To the healthcare PR ear, the concept of direct-to-consumer advertising makes us chuckle, because that's what we've been doing for years," says John Quick, director of Hill & Knowlton's New York healthcare practice.
Despite Quick's confidence that it was diligent PR efforts that groomed the market toward being receptive to DTC advertising (and not DTC advertising that created the need for more and better consumer-focused ...