1. Marcas o genéricos? La comunicación en línea de las marcas farmacéuticas.
- Author
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Roig, Assumpció Huertas and Triadú, Jordi Xifra
- Subjects
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PHARMACEUTICAL industry , *GENERIC drugs , *BRAND name products , *CORPORATE image , *CORPORATE public relations , *INSTITUTIONAL advertising , *INDUSTRIAL publicity , *CORPORATE communications , *INTERNET advertising - Abstract
The aim of this article is to show a paradox in pharmaceutical industry publicity. Brands and their marketing and image are considered very important assets in building a strong corporate image for pharmaceutical companies. On the other hand, public debate surrounding the advisability of consuming pharmaceutical brands or generics, and its effects on consumers, has led the industry's companies to dissociate their product brands from their corporate communication. Through quantitative and qualitative analysis, this research aims to study this situation in the online communications of the main pharmaceutical companies in the world, analysing different variables like the communication of pharmaceutical brands through company websites, the discourses used, and the resources (usability, information, interactivity) utilized to communicate. [ABSTRACT FROM AUTHOR]
- Published
- 2009