Pharma companies understand the need to communicate who they are as corporations.
It was back in January 2003 when Merck executives first decided to take a closer look at the drug company's reputation.
The company had commissioned a survey, which yielded the dismal finding that less than half of lay and medical audiences were very or somewhat familiar with the company and its good works.
The findings came before Merck garnered notoriety for recalling its blockbuster drug Vioxx, throwing the arthritis market ...