"For the most part, consumers don't have well-established relationships with pharmaceutical manufacturers, and in many cases don't even know who makes the medicines they take," says Lynn Benzing, CEO of Patient Marketing Group, a Princeton, N.J.-based healthcare communications company. With positive messages focusing on brands rather than on companies, "'Big Pharma' has come to symbolize high prices, profiteering and safety-issue cover-ups in the minds of many consumers," Benzing adds.
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