TITLE

Marketing to the Customer: Perspectives from the Pharmaceutical Industry

AUTHOR(S)
David, Chris
PUB. DATE
March 2001
SOURCE
Marketing Health Services;Spring2001, Vol. 21 Issue 1, p4
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Individualized health management is one of the most exciting challenges facing health care marketing today. Greater access to health information has empowered consumers to take more control of their health needs, creating a whole new landscape for marketers, manufacturers, and service providers. Customization is the key to creating marketing campaigns that successfully target today's health-conscious consumers. Drawing on individualized market intelligence and available genetic information, pharmaceutical companies are learning to tailor products to meet the needs of this growing market.
ACCESSION #
4472757

 

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