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September 14, 2012
PR Will Be Needed As Drugs Go 'Over the Counter'
A number of big-name drugs are going "off patent" and will become over-the-counter medicines in 2014. Debra Gaynor of Marina Maher Communications advises on PR Week that pharmaceutical companies will looking for ways to extend the drugs' lives at a time when consumers are playing a bigger role in their health care. So here, Debra advises, is an opportunity for PR pros to respond to a specific communication need.

"No discipline," Debra contends, "is better suited to build consensus among third-party groups, build anticipation and demand, and educate consumers about health conditions and proper use of these new medications." Marketing people might take exception to that, but she has a point about a PR opportunity. 

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Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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