Moving beyond the physician : a strategic analysis of direct-to-consumer marketing in the diagnostics industry / Stacey Detrick.

"As consumers have begun to take ownership of their healthcare decisions over the past decade, an opportunity arose for healthcare products companies to gain a closer relationship with patients. To establish this relationship, these healthcare products companies, primarily pharmaceutical compa...

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Bibliographic Details
Main Author: Detrick, Stacey.
Corporate Author: Simmons College (Boston, Mass.) Communications Dept.
Format: Thesis Book
Language:English
Published: 2006.
Subjects:
Description
Summary:"As consumers have begun to take ownership of their healthcare decisions over the past decade, an opportunity arose for healthcare products companies to gain a closer relationship with patients. To establish this relationship, these healthcare products companies, primarily pharmaceutical companies, began marketing their products directly to the consumer as opposed to the physician, which had been the typical channel. ... Direct-to-consumer marketing in the diagnostics industry is a fairly new concept, and as a result, marketing executives continue to navigate the waters of this new phenomenon. This study exammines the major trends driving diagnostics companies to consider marketing to the consumer, the evolution of direct-to-consumer marketing in healthcare, consumer perceptions of medical diagnostics and the DTC strategies diagnostic companies are implementing, the challenges they face, and the rewards they have reaped from DTC campaigns."
Item Description:"Applied learning project"
Physical Description:84, (46) leaves : ill. ; 28 cm.
Bibliography:Includes bibliographical references (l. 76-84)