Perceptions about corporate positioning on controversial sociopolitical issues: Examining big pharma engagement with patient advocacy

There is evidence of the perception that business is not doing enough to address societal problems. As a result, some companies have used corporate activism to demonstrate their support for causes and position themselves on specific issues. These positioning efforts are at the heart of public relations activities with the potential to create changes in socially constructed realities. This research examines the relationships between pharmaceutical companies and patient advocacy, focusing on analyzing companies' engagement in controversial sociopolitical issues. An ethnographic study was conducted for six months — including document analysis, 33 interviews, and participant observation — with a Portuguese patient advocacy group. The CSR domains on thhe websites of seven pharmaceutical companies were also analyzed. Findings suggest that despite financial and technical support, the pharma companies do not publicly engage with the patient advocacy group's main struggles for human rights. Changes in the companies' positioning may improve the perceptions of these stakeholders about their engagement with causes and encourage more robust partnerships toward social change.