PR tonic

Recent developments in the Indian pharma industry, especially over compulsory licensing of life-saving drugs, have left multinationals jittery and encouraged them to change their public relations strategy in India. Till recently, the focus was on wooing government; now the attention has shifted to the media. This week, three major multinationals, caught in patent rows, did their media rounds one after the other explaining their stand. Their attempt is no longer limited to winning the battle over intellectual property-related issues, but to spruce up their consumer-unfriendly image and show that they care.