By Martin Elling, Liz Rodgers, and Rachel Zhang
Consumer promotion (CP) of prescription medicines is fraught with controversy in the US. As the practice has become widespread, it...
Activating Consumers
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A new survey shows top drug executives still question their ability to exploit consumer promotion. They've got good reason: while consumer promotion clearly works in driving patients to doctors, increasing diagnosis rates and increasing patient requests for specific products, large numbers of their switch requests are denied. To give consumers sufficient power to influence their physician's prescribing behavior--Effective Voice-companies need a deeper understanding of physician attitudes towards requests in general, the specific therapeutic area and the product vis-à-vis competition.
Candid conversations with C-suite leaders.
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