Magazine article Marketing

PR Takes Its Own Medicine

Magazine article Marketing

PR Takes Its Own Medicine

Article excerpt

The healthcare market grows like an unstoppable virus while others have wither in an inhospitable climate

The trends in the healthcare market which started at the beginning of the 90s have accelerated dramatically over the last year, making this one of the most interesting medium sized markets in PR.

Most notably, POM to P (prescription only medicine becoming available through pharmacies), the NHS becoming much more demanding on price and reforms cutting their way through to GPs are in full evidence and, say industry insiders, they have some way to go yet. These make this one of the most interesting and eventful medium sized markets in PR. Margot James, managing director of Shire Hall, the UK's top specialist healthcare shop, and number two consultancy in the table, says, "The market has definitely grown over the past two to three years. Companies have realised, and are continuing to appreciate, that traditional forms of marketing like advertising and rep activity are becoming less and less effective, as GPs become much harder to reach. A more effective answer is PR. PR can certainly make budgets work harder for clients."

The key to success in this sector is investment, as in other specialist segments, and is demonstrated by Shire Hall's impressive year-on-year growth of around 70%. …

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