Reputation Management

Client: A major pharmaceutical trade organization

Challenge: For more than ten years, the pharmaceutical industry has been under tremendous pressure. Throughout the 1990s, prescription drug prices, marketing practices, and product safety have continually been the targets of critics.

The Research Solution: KRC has worked closely with the industry for over a decade to help understand the drivers of public opinion, develop messages, and manage issues.

Results: In the early 1990's KRC identified the industry’s role in the research and development of new drugs as a key information gap, and helped the client develop an advertising and communications campaign to put a more human face on the efforts of the industry. Then, in the late 1990’s, KRC identified the industry’s patient assistant program as another key information gap and helped the client to promote it more aggressively and effectively.

KRC continually conducts research to develop and test print and television advertising. We conducted in-market tests to measure the real-world impact of the various communications programs. Our work has also included extensive research on specific public policy issues facing the industry to understand consumer and opinion leader positions, and the messages most likely to be credible and persuasive.