Advertising archetypes' impact on physician engagement and behavior in the context of healthcare products

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...

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Bibliographic Details
Main Authors: Woodside, Arch, Persing, A., Ward, B., Decotiis, A.
Format: Journal Article
Published: John Wiley & Sons 2018
Online Access:http://hdl.handle.net/20.500.11937/67351

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