NEW YORK: Dr. Bill Trombetta, professor of pharmaceutical strategy and marketing at St. Joseph University, delivered an enthusiastic call for PR professionals to come to the rescue of the pharmaceutical industry at PRWeek's healthcare conference last week. His presentation noted PR's role in industry trends that have contributed to an increased focus on integrated communications.
Trombetta began by framing the current drug-industry climate in historical terms. As the prevalence of blockbuster drugs rose through the 1990s, so did controversy over how ...