Session 2: Addressing the Trust Issue: From Share of Voice to Share of Care

Abstract

The pharmaceutical industry is looking for answers to the trust and public image issues it is facing. Public relations and corporate social responsibility initiatives fail to address the root causes of those issues. Using networks as a framework to understand the changing nature of the healthcare environment, the paper proposes a shift from the traditional marketing metric of share of voice to a more balanced approach to measure the value the industry is creating: share of care. The paper outlines the high-level organisational implications of implementing this change.