Original paper
Advertising archetypes’ impact on physician engagement and behavior in the context of healthcare products
Abstract
The pharmaceutical industry spends billions annually on marketing to physicians (over $4.3 billion in 2014). The industry as a whole has a lot of experience in determining what to say to physicians, but it is less confident when it comes to how to say it—sometimes leading to advertising that does not engage, thereby costing sales. In an effort to define a set of rule‐based guidelines for effective pharma branding, the study adapts the primary...
Paper Details
Title
Advertising archetypes’ impact on physician engagement and behavior in the context of healthcare products
Published Date
Apr 24, 2018
Journal
Volume
35
Issue
7
Pages
533 - 541
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Notes
History