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Research papers

Lessons from consumer marketing

The author of this paper covers some of the requirements for producing great consumer advertising and assesses some of the implications for pharmaceutical marketing. The scope is the strategy behind great advertising. Excellent implementation is...

Catalogue: ESOMAR Global Healthcare 2002
Author: Sharon Spiers
February 17, 2002
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Citation

Spiers, S. (2002a, February 17). Lessons from consumer marketing. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/lessons-from-consumer-marketing


Research papers

Recognizing the role of the consumer in pharmaceutical research

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 customization is the key...

Catalogue: ESOMAR Congress 2001: Marketing Transformation
Authors: Sharon Spiers, Mark Blakely
September 23, 2001
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Citation

Spiers and Blakely (2001a, September 23). Recognizing the role of the consumer in pharmaceutical research. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/recognizing-the-role-of-the-consumer-in-pharmaceutical-research