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Vol. 2, No. 5: May 2003
THIS IS A SUMMARY
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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