Pharmaceutical Brand PR: Developing Engaging Campaigns and Measuring ROI

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Pharmaceutical Brand PR Developing Engaging
Campaigns and Measuring ROIMarket Research
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Pharmaceutical Brand PR Developing Engaging
Campaigns and Measuring ROI

• The value of PR can seem immeasurable in
  brand positioning. Yet, in an age of budgetary
  juggling by marketing departments, the drive to
  scrutinize ROI is increasingly important. What's
  more, as expectations on PR outcomes increase-in
  part due to social media-its role is broadening.
  A trend towards using key performance indicators
  to measure previously difficult-to-define notions
  of success is emerging.
• Report OverviewIn Pharmaceutical Brand PR
  Developing Engaging Campaigns and Measuring ROI,
  FirstWord goes directly to the experts to
  determine key factors in what makes PR campaigns
  buzz and how tightened budgets but greater
  expectations have changed the way PR work is
  mandated. The report also examines the role of PR
  versus advertising and how, through social media,
  PR has become increasingly sophisticated to
  position brands across multiple channels and
  audiences. But mostly compelling, it dissects
  why-and how-ROI can be measured and how such
  information can deliver more insight than just
  numbers.
• Key featuresExamination of strategies for
  measuring ROI in PR campaignsPR's evolution in
  engaging multiple audiences and working for a
  brandDetailed research into what works-and what
  doesn't-in PRThe role of social media in PR and
  ROI measurementInsight into what other benefits
  ROI offersExperts views on the role of PR
  versus advertising and if the ratio should change
• Key BenefitsA full breakdown of the role of PR
  in the marketing mixClear insight into
  quantifying ROI and developing measurement
  criteriaAccess to expert opinion from key
  leaders in the industry

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• Key Questions AskedWhat makes a compelling PR
  program?How has the influence of different
  audiences changed?Can PR replace
  advertising?How can ROI of a PR program be
  measured?How does social media impact PR
  outcomes and strategies?
• Who Should Read This ReportBrand
  Directors/ManagersHeads of Communications/PRMa
  rket Access Directors/ManagersHeads of
  Marketing ExcellenceHeads of Marketing and
  Marketing CommunicationsPR and Medical
  Communications AgenciesMedical Communication
  Consultants
• Key quotes'I define PR as engaging and
  communicating with the multiple stakeholders
  involved in the decision process or the
  environment that you're trying to influence. A
  lot of PR is about creating the right environment
  through which to have those conversations about
  diseases, brands and products.' Sam Barnes,
  Director, Axon Communications'Those who define
  PR as simply media relations or the output and
  get PR involved very late in the process are not
  getting as much out of PR as they should. Today,
  PR is about defining the right blend of
  communications across both traditional and online
  media.' Claire Spencer, CEO, i-2-i'The
  incorporation of social media and everything
  related to digital has changed the PR function
  and has lead us to broaden our perspective on
  communication and how things are evolving in the
  overall society.' Javier Boix, Strategic
  Communications Manager, Abbott Laboratories

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Expert ViewsSteven Spurr, Group
Managing Director, Health, EdelmanJavier Boix,
Strategic Communications Manager, Abbott
LaboratoriesDavid Berkovitch, Associate
Director, Fleishman-HillardSam Barnes,
Director, Axon CommunicationsClaire Spencer,
CEO, i-2-i  
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•   PR versus advertising has PR begun to
  replace advertising? Expectations of
  PR Regulatory constraints 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? Quantifying ROI Measuring
  ROI can do more than just demonstrate the
  monetary value of PR The future
  landscape Acknowledgements

• Content Highlights Executive
  summary The environment What is PR?  A
  definition What can PR do for a company or
  brand?  Are brands necessary? What makes a
  compelling PR campaign? Messaging Audiences Key
  Opinion Leaders (KOLs) National Opinion Leaders
  (NOLs) Practicing physicians-primary and
  secondary care Nurses Pharmacists Payers Healt
  hcare commissioners Patients and patient
  groups The general public The changing
  influence of audiences Media relations Quality
  of press releases Engagement - rethinking
  relationships Digital and social media The
  patient voice Advocacy development The power of
  PR in the marketing mix

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