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Effective Marketing to Consumers
Drug Marketers Need More Than Demographic Data

Pharmaceutical firms should use not only demographic data but technological and health dimension data as well when developing direct-to-consumer marketing tools, suggested Michael J. Barrett, senior analyst at the marketing research firm Forrester Research Inc.

At Cambridge, Mass.-based Forrester Research, Barrett and colleagues survey thousands of Americans twice a year about technology attitudes and behavior and how these factors impact certain sectors.

With specific regard to the health care sector, Forrester Research has polled consumers to determine how these attitudes differ according to disease state. This additional technigraphic, attitudinal and psychographic data can help pharmaceutical companies to craft effective DTC marketing tools.

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Issue: Vol. 2, No. 5: May 2003

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