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The impact of public relations on the pharmaceutical industry: A case study of living like you campaign

Virginia Hasenmeyer & Martina Topić

Journal of Medical Marketing2015https://doi.org/10.1177/1745790417706036article
ABDC C
Weight
0.34

What the paper says

This study investigated the impact of public relations on the pharmaceutical industry by analysing Living Like You campaign by Novartis. In addition, interviews with public relations professionals working in healthcare have been conducted to investigate how they understand public relations and how public relations can be utilised for further improvement of the healthcare practice. The results show that Living Like You was a successful public relations campaign and that there is a need for more use of public relations in healthcare, and pharmaceutical industry in general.

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https://doi.org/https://doi.org/10.1177/1745790417706036

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@article{virginia2015,
  title        = {{The impact of public relations on the pharmaceutical industry: A case study of living like you campaign}},
  author       = {Virginia Hasenmeyer & Martina Topić},
  journal      = {Journal of Medical Marketing},
  year         = {2015},
  doi          = {https://doi.org/https://doi.org/10.1177/1745790417706036},
}

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The impact of public relations on the pharmaceutical industry: A case study of living like you campaign

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Evidence weight

0.34

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.00 × 0.4 = 0.00
M · momentum0.80 × 0.15 = 0.12
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.