FOCUS: HEALTHCARE PR - ’Lifestyle’ drugs seek a PR remedy. The Viagra debate has clearly shown why non-NHS medicines need good PR if they are to compete with prescribed brands. Robert Gray reports
04 Dec 1998 | by ROBERT GRAY
It has been a year in which the cost of medicines has seldom been far from the headlines. Although Viagra has produced the most column inches, reimbursement (that is, when drugs can be prescribed on the NHS) is not a one-product issue.