As the healthcare marketplace has changed over the past few years, so too has healthcare PR.
In recent years, the healthcare market has expanded, with more products - particularly medical devices - being introduced to the public. But even companies that are not launching their next blockbuster are turning to PR to navigate through a host of regulatory issues from the Medicare Modernization Act to clinical-trial disclosure. PR agencies are also reporting more global account wins and a greater pressure to demonstrate ROI. PRWeek talked to practice leaders at 22 agencies about how they are responding to the changing healthcare environment.
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