Pharmaceutical Brand PR Discussed in New Up-to-Date Study Published by MarketPublishers.com24 Oct 2011 • by Natalie Aster
LONDON – Brand positioning indispensably requires PR that is seen as an important instrument. Yet, the drive to scrutinize ROI is gaining its importance especially in the age of budgetary juggling by marketing departments. Undoubtedly as expectations on PR outcomes increase its role is broadening. A trend towards using key performance indicators to measure previously difficult-to-define notions of success is winning its way.
New market research study “Pharmaceutical Brand PR: Developing Engaging Campaigns and Measuring ROI” worked out by FirstWord offers a key view onto the market and a detailed review of its development. It discusses key factors in what makes PR campaigns buzz and how tightened budgets but greater expectations have changed the way PR work is mandated. It features the role of PR versus advertising and how, through social media, PR has become increasingly sophisticated to position brands across multiple channels and audiences. The study also dissects why—and how—ROI can be measured and how such information can deliver more insight than just numbers.
Title: Pharmaceutical Brand PR: Developing Engaging Campaigns and Measuring ROI
Published: September, 2011
Price: US$ 495
WHAT IS PR?
WHAT CAN PR DO FOR A COMPANY OR BRAND?
Are brands necessary?
What makes a compelling PR campaign?
Key Opinion Leaders (KOLs)
National Opinion Leaders (NOLs)
Practicing physicians—primary and secondary care
Patients and patient groups
The general public
The changing influence of audiences
Quality of press releases
Engagement - rethinking relationships
DIGITAL AND SOCIAL MEDIA
THE PATIENT VOICE
THE POWER OF PR IN THE MARKETING MIX
PR versus advertising: has PR begun to replace advertising?
Expectations of PR
The PR budget
MEASUREMENT: HOW CAN ROI FOR A PR CAMPAIGN BE MEASURED?
The importance of identifying appropriate measurement criteria
How does the explosion of social media complicate the measurement of ROI?
Measuring ROI can do more than just demonstrate the monetary value of PR
THE FUTURE LANDSCAPE
More new market research reports by the publisher can be found at FirstWord page.
The Market Publishers, Ltd.
Mrs. Tanya Rezler
Tel: +44 208 123 2220
Fax: +44 207 900 3970