'Ask Your Doctor!' measuring the effect of direct-to-consumer communications in the world's largest healthcare market
Chris Moore, Hugh J White, L.P Draves and Roland Soong
Money, buckets of it, is the indispensable fuel for developing a new drug from a promising molecule into a proven and government-approved contender for physician prescription.
'Ask
Your Doctor!' Measuringthe
effect of directtoconsumercommunications
in the world'slargest
healthcare market
Hugh J.
White and Lindsey
P. Draves
MARS
(Multimedia Audience Research Systems)Roland
Soong
KMR (Kantar
Media Research)Chris MooreOgilvy...
