In what is rapidly becoming a site meme, for a day or two anyway, here is evidence of yet another sector of the corporate world which is so trustworthy. How trustworthy? So trustworthy that GSK's VP of External Advocacy has added PR duties to GSK's US sales reps job description. Everyone believes in unicorns, fairies, and that Big Pharma wants to make the world a better place - better living through chemicals, or something.
GLAXO DRAFTS EMPLOYEES TO POLISH INDUSTRY IMAGE
Troubled by the worsening reputation of drug companies that is ranked just above tobacco and oil manufacturers, pharmaceutical giant GlaxoSmithKline is out to win over a skeptical public -- by turning its entire sales force into a PR machine.In an unprecedented mission, the $35.4 billion pharmaceutical giant has quietly anointed its 8,000 U.S. sales representatives as "public relations ambassadors" to lift its image and that of the beleaguered industry with grassroots PR. The initiative, dubbed the "Value of Medicine," was created by Michael Pucci, GSK's VP-external advocacy, to respond to overwhelming criticism and negative perception of the pharmaceutical industry
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But while rivals have done corporate branding PR at a more understated level, they don't appear to be too eager to join in. "It's ambitious, and I give Glaxo a lot of credit for doing it," said the chief marketing officer for a top 10 drug maker. "But I'm not sure I want 8,000 people on the ground given that level of responsibility to basically speak for a company and an industry. With that many, the odds say there's going to be a percentage of them -- however small -- that will make a mistake, or stray from the script, or whatever."Then there are those who question the script. "I understand pharma does feel they've been picked on, but I'm not sure this is the best way to go about changing that image," said Dr. Donna Sweet, chair of the Board of Regents for the American College of Physicians, which is on record as opposing direct-to-consumer advertising. "It's not a bad idea if these people are acting as good citizens and telling the truth and not trying to sway people. But I have a hard time believing they're going to be completely fair and honest in all situations."
Previous editions of the Trust Us Council newsletter covered used-car dealers and nuclear power plant operators.
Tags: Advertising, /Business, /Pharmaceuticals
