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Page: Introduction
1. Please indicate your affiliation (choose the one that best describes the type of organization you are involved in).
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 Response
Percent
Response
Count
Drug/Biotech/Device company
25.0%9
Ad/Marketing agency
22.2%8
PR agency
5.6%2
Market research firm 0.0%0
Academia
2.8%1
Publisher
13.9%5
Consultant
19.4%7
Other (please specify)
 
11.1%4

2. Indicate how strongly you agree or disagree with the following statements about public relations and advertising as applied to the pharmaceutical industry (click on one answer in EACH row):
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 Strongly AgreeAgreeNeither Agree Nor DisagreeDisagreeStrongly DisagreeRating
Count
The pharmaceutical industry should develop voluntary guidelines for PR to parallel the guidelines it has developed for DTC advertising25.0% (9)50.0% (18)13.9% (5)11.1% (4)0.0% (0)36
There is a danger that use (or abuse) of PR by pharma in support of its products (as opposed to PR in support of the industry's image) may come under government or media scrutiny musch as has DTC advertising25.0% (9)66.7% (24)5.6% (2)2.8% (1)0.0% (0)36
PR Is Credible because it relies on stories told by trusted, unbiased third parties like the media, whereas Advertising Lacks Credibility because it’s the self-serving voice of a company anxious to make a sale.19.4% (7)25.0% (9)19.4% (7)16.7% (6)19.4% (7)36
PR is Verbal, whereas Advertising is Visual16.7% (6)13.9% (5)8.3% (3)30.6% (11)30.6% (11)36
PR Builds Brands, whereas Advertising Defends Brands (Cheerleader Role). Only after PR plants the "new idea" in the minds of audience should advertising take over. That is, PR first, advertising second.11.1% (4)33.3% (12)5.6% (2)27.8% (10)22.2% (8)36
PR Reaches Somebody Who Counts, whereas Advertising Reaches Everybody11.1% (4)22.2% (8)13.9% (5)33.3% (12)19.4% (7)36
PR is Inexpensive, whereas Advertising is Expensive13.9% (5)22.2% (8)22.2% (8)19.4% (7)22.2% (8)36
PR is Creative, whereas Advertising is Uncreative; creative means “original.” But advertising should not be original. Its role is to reinforce ideas already planted in the mind with PR techniques.5.6% (2)2.8% (1)25.0% (9)33.3% (12)33.3% (12)36

3. Because there are many nuances that may have influenced your answers, your comments here will help explain your choices in the previous question.
 answered question18
 
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18
 Response
Count
 18

4. Pharma Marketing Network maintains a list of experts in pharmaceutical marketing, advertising, and sales. We contact experts to interview for articles, recruit speakers for our educational audio conferences, for referrals to reporters or executive recruiters, etc. If you wish to be contacted or listed as an expert on this subject, please provide your contact information below.
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24
 Response
Percent
Response
Count
First Name
 
100.0%12
Last Name
 
100.0%12
Job Title
 
100.0%12
Company
 
100.0%12
E-mail Address
 
100.0%12
Phone Number
 
83.3%10

5. Please provide additional details regarding your areas of expertise here.
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skipped question
23
 Response
Count
 13

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