You work for a PR firm that represents pharmaceutical giant PharMedCo. The drug company has a herbal medicine used successfully in Europe to lower blood pressure. PharMedCo wants to sell it in the United States. They are planning a major national promotion, generating large fees for your firm. They want to use the “third-party strategy,” hiring key opinion leaders in the medical world to help get the word out and create a buzz by talking up the advantages or herbal products but they would not push PharMedCo’s new product directly.
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