"I've been involved in many, many TV initiatives at a variety of different stages. And patient feedback is critical," Deb O'Brien, CMO/Mylan Pharmaceuticals, told delegates at the 2017 ePharma Summit held by KNect365 in New York City.
The need for such feedback, she continued, is evidenced by the enormous damage a failed TV campaign can do to the bottom line in the short and long term alike. "When TV fails, it does so spectacularly," O'Brien explained. "It is exorbitantly expensive – and carries with it the possibility of causing devastating brand damage that is, more than likely, impossible to fix."...