Marketing to the Customer: Perspectives from the Pharmaceutical Industry

David, Chris
March 2001
Marketing Health Services;Spring2001, Vol. 21 Issue 1, p4
Academic Journal
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.


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