“Under the regulation radar”: PR strategies of pharmaceutical companies in countries where direct advertising of prescription drugs is banned—The Israeli case.
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| Title: | “Under the regulation radar”: PR strategies of pharmaceutical companies in countries where direct advertising of prescription drugs is banned—The Israeli case. |
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| Authors: | Shir-Raz, Yaffa1 yaffas@netvision.net.il, Avraham, Eli1 eavraham@com.haifa.ac.il |
| Source: | Public Relations Review. Jun2017, Vol. 43 Issue 2, p382-391. 10p. |
| Subject Terms: | Public relations in the pharmaceutical industry, Drug advertising, Drug prescribing, Sales promotion, Mass media & business |
| Abstract: | In most Western countries, where direct advertising of prescription drugs (DTCA) is banned, the pharma industry relies primarily on PR activities to promote its products. Despite the pharma industry's ever-increasing share in framing media coverage of health issues, the strategies used in its press materials have not yet been systematically examined. This study uses framing theory to explore the PR strategies and tactics employed by pharmaceutical companies to promote their products in Israel, where DTCA is banned. Using a combination of qualitative and quantitative content analysis, we examined 1548 pharmaceutical press releases. The Israeli example can serve as a case study for understanding how the pharma industry operates in many countries around the world where DTCA is banned. Our findings show that strategies and tactics dubbed as “disease mongering” dominate the pharma industry’s press releases. The four main strategies identified in this study are third party technique, disease branding, drug branding and Astroturfing. Some of the common PR strategies and tactics we found are not only unethical, but also opposed to the regulatory bodies in Israel, and would never receive approval, even in countries where DTCA is allowed. [ABSTRACT FROM AUTHOR] |
| Copyright of Public Relations Review is the property of Elsevier B.V. and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
| Database: | Education Research Complete |
| FullText | Text: Availability: 0 |
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| Header | DbId: ehh DbLabel: Education Research Complete An: 122773426 AccessLevel: 6 PubType: Academic Journal PubTypeId: academicJournal PreciseRelevancyScore: 0 |
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| Items | – Name: Title Label: Title Group: Ti Data: “Under the regulation radar”: PR strategies of pharmaceutical companies in countries where direct advertising of prescription drugs is banned—The Israeli case. – Name: Author Label: Authors Group: Au Data: <searchLink fieldCode="AR" term="%22Shir-Raz%2C+Yaffa%22">Shir-Raz, Yaffa</searchLink><relatesTo>1</relatesTo><i> yaffas@netvision.net.il</i><br /><searchLink fieldCode="AR" term="%22Avraham%2C+Eli%22">Avraham, Eli</searchLink><relatesTo>1</relatesTo><i> eavraham@com.haifa.ac.il</i> – Name: TitleSource Label: Source Group: Src Data: <searchLink fieldCode="JN" term="%22Public+Relations+Review%22">Public Relations Review</searchLink>. Jun2017, Vol. 43 Issue 2, p382-391. 10p. – Name: Subject Label: Subject Terms Group: Su Data: <searchLink fieldCode="DE" term="%22Public+relations+in+the+pharmaceutical+industry%22">Public relations in the pharmaceutical industry</searchLink><br /><searchLink fieldCode="DE" term="%22Drug+advertising%22">Drug advertising</searchLink><br /><searchLink fieldCode="DE" term="%22Drug+prescribing%22">Drug prescribing</searchLink><br /><searchLink fieldCode="DE" term="%22Sales+promotion%22">Sales promotion</searchLink><br /><searchLink fieldCode="DE" term="%22Mass+media+%26+business%22">Mass media & business</searchLink> – Name: Abstract Label: Abstract Group: Ab Data: In most Western countries, where direct advertising of prescription drugs (DTCA) is banned, the pharma industry relies primarily on PR activities to promote its products. Despite the pharma industry's ever-increasing share in framing media coverage of health issues, the strategies used in its press materials have not yet been systematically examined. This study uses framing theory to explore the PR strategies and tactics employed by pharmaceutical companies to promote their products in Israel, where DTCA is banned. Using a combination of qualitative and quantitative content analysis, we examined 1548 pharmaceutical press releases. The Israeli example can serve as a case study for understanding how the pharma industry operates in many countries around the world where DTCA is banned. Our findings show that strategies and tactics dubbed as “disease mongering” dominate the pharma industry’s press releases. The four main strategies identified in this study are third party technique, disease branding, drug branding and Astroturfing. Some of the common PR strategies and tactics we found are not only unethical, but also opposed to the regulatory bodies in Israel, and would never receive approval, even in countries where DTCA is allowed. [ABSTRACT FROM AUTHOR] – Name: AbstractSuppliedCopyright Label: Group: Ab Data: <i>Copyright of Public Relations Review is the property of Elsevier B.V. and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.) |
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| RecordInfo | BibRecord: BibEntity: Identifiers: – Type: doi Value: 10.1016/j.pubrev.2017.01.003 Languages: – Code: eng Text: English PhysicalDescription: Pagination: PageCount: 10 StartPage: 382 Subjects: – SubjectFull: Public relations in the pharmaceutical industry Type: general – SubjectFull: Drug advertising Type: general – SubjectFull: Drug prescribing Type: general – SubjectFull: Sales promotion Type: general – SubjectFull: Mass media & business Type: general Titles: – TitleFull: “Under the regulation radar”: PR strategies of pharmaceutical companies in countries where direct advertising of prescription drugs is banned—The Israeli case. Type: main BibRelationships: HasContributorRelationships: – PersonEntity: Name: NameFull: Shir-Raz, Yaffa – PersonEntity: Name: NameFull: Avraham, Eli IsPartOfRelationships: – BibEntity: Dates: – D: 01 M: 06 Text: Jun2017 Type: published Y: 2017 Identifiers: – Type: issn-print Value: 03638111 Numbering: – Type: volume Value: 43 – Type: issue Value: 2 Titles: – TitleFull: Public Relations Review Type: main |
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