International Journal of Pharmaceutical and Healthcare Marketing

Purpose – The purpose of this study is to analyze newspaper coverage of ethical issues in the pharmaceutical industry.

Design/methodology/approach – The top five US newspapers were audited over two years and yielded 376 articles, which appeared as front-page stories or editorials. First, headlines were analyzed and categorized as positive, negative, or neutral toward the industry. Next, the full-text of each article was analyzed and ethical issues in each article were categorized. Then, articles were evaluated to determine whether the opposing point of view was included. Finally, comparisons were made between the identified issues and the issues cited by PhRMA, the pharmaceutical industry's trade association.

Findings – Analysis of the ethical issues revealed different results for the two years. In 2004, the most common issues covered were drug pricing, data disclosure and importation/reimportation. In 2005, drug safety was the number one issue, due to Vioxx^® with drug pricing a distant second. Headlines were negative 57.1 percent in 2004 and 43.9 percent in 2005. Full-text articles were negative 69.5 percent in 2004 and 60.1 percent in 2005. The opposing point of view was included 77.7 percent in 2004 and increased to 82.7 percent in 2005. Ethical issues cited by PhRMA, (e.g. drug pricing), received heavy coverage but several identified issues were not on PhRMA's list, notably drug safety.

Practical implications – Pharmaceutical companies need to take action to address the negative impression about them.

Originality/value – This research establishes a practical methodology to evaluate newspaper coverage of ethical issues involving the pharmaceutical industry.