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Non-causality crisis response and organisational reputation: The reactions of CVS to the opioid epidemic
Journal of Brand Strategy,
8
(1),
86-99
(2019)
Abstract
Many crisis management studies focus on an organisation that is deemed to be responsible for the occurrence of a crisis. In crises where there is no direct, singular causality, any organisation has the opportunity to proactively initiate policies to address the situation. The opioid crisis is one societal issue that cannot easily be attributed to any singular organisation. Research indicates that an effective healthcare campaign has to address the audience resistance barriers to behaviour change, which include both the denial of condition applicability to self and the rejection of unappealing treatment recommendations. CVS Health (CVS) has initiated policies to address this epidemic that follow this strategic guide. CVS is now limiting the number of days and the daily dosage of opioid prescriptions for new patients, increasing education and counselling programmes, facilitating the disposal of opioid medication, and working with governments to make opioid-overdose medication available without a prescription. Through these actions, CVS is attempting to influence healthcare behaviours, enhance its brand reputation and strengthen its position as a healthcare solutions leader.
Keywords: Brand reputation; brand positioning; crisis response; corporate social responsibility; opioid addiction; healthcare behaviour
The full article is available to subscribers to the journal.
Author's Biography
John A. Fortunato Ph.D., is Professor and Area Chair, Communications and Media Management at Fordham University in the Gabelli School of Business. His research interests include sports media, sponsorship and crisis management. Dr. Fortunato is the author of five books, including Commissioner: The Legacy of Pete Rozelle, Sports Sponsorship: Principles & Practices and Making the Cut: Life Inside the PGA TOUR System. He has published more than 50 journal articles and book chapters. His articles have appeared in Public Relations Review, Journal of Sports Media, Journal of Sport Management, International Journal of Sport Communication and the Journal of Brand Strategy.
Ralph A. Gigliotti Ph.D., is Director of Leadership Development and Research at the Center for Organizational Leadership at Rutgers University. His research and consulting interests explore the intersection of organisational communication, leadership and crisis communication within the context of higher education. Ralph’s research appears in numerous books and scholarly journals, and he has authored and co-authored several books, including A Guide for Leaders in Higher Education: Core Concepts, Competencies, and Tools (Stylus Publishing, 2017), Leadership: Communication and Social Influence in Personal and Professional Settings (Kendall Hunt Publishing, 2017) and Crisis Leadership in Higher Education: Theory and Practice (Rutgers University Press, forthcoming).
