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Online DTC: Marketing Push Meets Consumer Pull
Pharmaceutical Commerce
by John Patrick Oroho
It is an increasingly common occurrence in doctors’ offices: rather than passively receiving information from the doctor, patients might pull out their own files, based on downloads from the Internet, with the intent of evaluating the doctor’s prescriptions—or possibly even suggesting alternatives. Such “consumer-driven healthcare” represents the often-touted future of prescribing practices and other aspects of care, and is part of the justification for all types of direct-to-consumer education and marketing.
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