Hip Marketing: Targeting A New Audience
- Topics:
- Brand Management
- Tags:
- Brand,
- Branding,
- Corporate Communications,
- Healthcare,
- Interbrand,
- Marketing,
- Public Relations
- Source:
- Interbrand
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Overview: From the executive summary: ‘Medical product brands are increasingly conducting their trials by a jury of patients. The result is a different approach to delivering the message to the masses, where peer review and doctor referrals are being skipped in favor of reaching the consumer directly through direct to consumer advertising and public relations.’ The paper examines this issue.
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Format: HTML | Date: Nov 2003 | Pages: 1
