Correspondence: Marc Pesse, Metallstrasse 9 CH-6034 Zug, Switzerland. Tel: +41 78 639 52 43; Fax: +41 41 711 52 51; e-mail: m.pesse@executiveinsight.chWeb: www.executiveinsight.ch

¹is a manager at Executive Insight, a professional services firm focusing exclusively on the healthcare industry. Over the last seven years, Marc has completed a number of projects across Europe, focusing on the areas of customer-centric strategy and business transformation.

Received 31 May 2007; Revised 31 May 2007.

Abstract

The pharmaceutical industry is looking for answers to the trust and public image issues it is facing. Public relations and corporate social responsibility initiatives fail to address the root causes of those issues. Using networks as a framework to understand the changing nature of the healthcare environment, the paper proposes a shift from the traditional marketing metric of share of voice to a more balanced approach to measure the value the industry is creating: share of care. The paper outlines the high-level organisational implications of implementing this change.