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

Abstract

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.