Fall 2009—Revisiting the Value of PR
When it comes to looking for the best use of marketing budgets, the research is clear and even intuitive — public relations is a more cost-effective and credible vehicle than direct-to-consumer marketing.
"We are still struggling to overcome the worst ever global financial and economic crisis since the founding of the United Nations more than 60 years ago," UN Secretary-General, Ban Kai-moon announced recently. In the midst of this turmoil in the economy, companies in all industries are using more discretion with their marketing budget, health care companies in particular. "In this global recession, pharmaceutical companies must be precise and reduce waste in all aspects of their business in order to not only remain competitive, but to survive," said John Seng, president of Spectrum Communications and chair of GLOBALHealthPR.
Global pharmaceutical marketers must take a hard look at the ROI derived from their portfolio of marketing tools, including public relations. More so than other tactics, PR seeks to engage audiences through a variety of ways that "show" - not just tell - what a company is doing.
Check out this report revealing what the partners of GLOBALHealthPR say about the role of health care PR in today's economy and how health care marketers can best use their budget to maximize ROI.
Click here to download the full report.
