FOCUS: HEALTHCARE PR - A new pill to swallow. A further layer of healthcare regulation will necessitate greater levels of pre-launch PR for new drugs. Nick Purdom reports
Contrary to its friendly-sounding acronym, NICE - the National
Institute of Clinical Excellence - could be anything but good news for
pharmaceutical companies and their PR agencies. If a drug fails to win
approval from NICE for NHS prescription by GPs its earnings potential
could be severely diminished.