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Maximizing the DTC Message: Healthcare Businesswomen's Association Members Evaluate DTC Marketing
SUMMARY
These were some of the questions discussed during an evening seminar entitled "DTC Sweeps: The Impact and Evolving Role of Direct-to-Consumer Marketing" presented by the METRO Chapter of the Healthcare Businesswomen's Association (HBA) on March 11, 2004.
This article presents the results of an audience survey taken by HBA members at the meeting. The author who takes a critical look at how to create a truly effective DTC campaign.
How are DTC activities integrated as key components throughout the marketing mix, including advertising, advocacy and public relations? What are the risks and rewards associated with launching a DTC campaign? How have top pharmaceutical marketers managed to address sensitive health issues and drive awareness and sales through DTC? Is every drug really a viable candidate for a Direct-to-Consumer campaign?
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PMN34-05
Issue: Vol. 3, No. 4: April 2004
Word Count: 1563
TOPICS: Direct-to-Consumer (DTC) Advertising & Marketing | Strategy/Planning
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