Healthy Skepticism Library item: 7926

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Koberstein W.
Media Mix: Rx marketers blend consumer & medical campaigns
Pharmaceutical-Executive 1999 Sep; 19:46-47

Abstract:

How a private roundtable of top health care agency executives offers counsel on how the pharmaceutical industry can coordinate its use of marketing and media to influence a broader customer base is discussed; the above sets the stage for the Media Mix Town Meeting, a public gathering of pharmaceutical company, agency, and media executives who debate the proper balance of medical and consumer marketing for prescription products.