An ad-centric strategy is no longer the best prescription for pharma companies that have complex messages for diverse audiences.
"Many times in the pharma industry, we hear that you have to do journal ads," says Sheryl Williams, senior PR director for Cephalon, a Frazer, PA-based biopharmaceutical company. "Often, the question is, 'How do you measure what PR does?' With brand PR, ROI is priceless because a good relationship with the target audience is priceless. It creates an environment for marketing and ...