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...
Saved in:
| Main Author: | |
|---|---|
| Corporate Author: | |
| Format: | Thesis Book |
| Language: | English |
| Published: |
2006.
|
| Subjects: |
| LEADER | 02879ntm a2200373Ia 4500 | ||
|---|---|---|---|
| 001 | b1720683 | ||
| 003 | CaEvIII | ||
| 005 | 20110712125720.0 | ||
| 008 | 110712s2006 xx m b b000 0 eng d | ||
| 035 | |a (OCoLC)740881179 | ||
| 040 | |a SCL |c SCL |d SCL | ||
| 049 | |a SCLL | ||
| 050 | 4 | |a R855.3 .D47 2006 | |
| 090 | |a R855.3 |b .D47 2006 | ||
| 100 | 1 | |a Detrick, Stacey. | |
| 245 | 1 | 0 | |a Moving beyond the physician : |b a strategic analysis of direct-to-consumer marketing in the diagnostics industry / |c Stacey Detrick. |
| 260 | |c 2006. | ||
| 300 | |a 84, (46) leaves : |b ill. ; |c 28 cm. | ||
| 500 | |a "Applied learning project" | ||
| 502 | |a Thesis (Masters) -- Simmons College, 2006. | ||
| 504 | |a Includes bibliographical references (l. 76-84) | ||
| 505 | 0 | |a 1. Overview of U.S. diagnostics industry -- 2. Major trends driving DTC marketing -- 3. Consumer perceptions of medical technology & diagnostics -- 4. Evolution of direct-to-consumer marketing -- 5. State of diagnostics DTC marketing: past, present & future -- 6. Learning from Pharma and recognizing the differences -- 7. Going direct-to-consumer: what should be evaluated? -- 8. DTC strategies for diagnostic companies: creative approaches and successful result -- 9. DTC challenges -- 10. Conclusion -- Appendices. | |
| 520 | |a "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." | ||
| 610 | 2 | 0 | |a Simmons University (Boston, Mass.) |x Dissertations. |
| 650 | 0 | |a Direct-to-consumer medical device advertising. | |
| 650 | 0 | |a Medical technology |x Marketing. | |
| 710 | 2 | |a Simmons College (Boston, Mass.) |b Communications Dept. | |
| 907 | |a .b17206832 |b 110712 |c 181108 | ||
| 913 | |a o | ||
| 945 | |g 1 |j 0 |l arc |o - |p $0.00 |q |r |s o |t 0 |u 0 |v 0 |w 0 |x 0 |y .i14920724 |z 110712 | ||
| 994 | |a C0 |b SCL | ||
| 998 | |a arc |b 110712 |c m |d b |e o |f eng |g xx |h 0 | ||
| 999 | f | f | |i 826e7918-a997-11ea-8da7-1466fadbd8b9 |s 796a108b-6e23-4a7e-b0d1-477427223b0c |
| 852 | |b Archives (Library Use Only) |h R855.3 .D47 2006 |0 b5fcde54-a99d-11ea-b550-3a67fadbd8b9 | ||