Advertising archetypes' impact on physician engagement and behavior in the context of healthcare products
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 no...
| Main Authors: | , , , |
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| Format: | Journal Article |
| Published: |
John Wiley & Sons
2018
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| Online Access: | http://hdl.handle.net/20.500.11937/67351 |