Recognizing the role of the consumer in pharmaceutical marketing
Sharon Spiers Global Market Research andMark Blakely Cialis
INTRODUCTION
Greater access to information has allowed people to be more involved in their healthcare to the point where many health conditions can now be viewed as quasi-consumer markets. This creates a new landscape for marketers where customisation is the key to designing campaigns that successfully target today's consumers. For example, understanding not only the frequent complaints but also those that bother patients most is a necessary precursor for optimising product positioning and maximizing uptake. Drawing on consumer-oriented market...