¿Marcas o genéricos? La comunicación en línea de las marcas farmacéuticas

Abstract

The aim of this article is to show a paradox in pharmaceutical communication. In spite of brands, their communication and image are considered very important assets in building a strong corporate image of pharmaceutical companies; on the other hand, public debate between the advisability of consuming pharmaceutical brands or generics, and its effects on consumers has led the industry's companies to dissociate their products' brands from their corporate communication. Through quantitative and qualitative analysis this research aims to show this situation in the online communication of the main pharmaceutical companies in the world, analysing different variables like the communication of pharmaceutical brands through their websites, the discourses that they use and the resources (usability, information, interactivity) that they use to communicate.