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Jessica Letizia, ARF - Knowledge at Hand, February 2013
This brief article from the Advertising Research Foundation summarises research on how patients experience a disease or condition from their first awareness of symptoms through all stages until finally culminating in a cure, remission or death.
This brief article from the Advertising Research Foundation summarises research on how patients experience a disease or condition from their first awareness of symptoms through all stages until finally culminating in a cure, remission or death. Understanding this will allow brands to be able to provide supportive, educational materials at key decision-making stages, and be more effective at every stage of the pharmaceutical marketing strategy. Ways to map the Patient Journey are offered, with the importance of taking a customer-centric, rather than product-centric, approach being emphasised.
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