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Research papers

The public health impact of direct-to-consumer advertising in the United States

While the United States has pioneered the use of direct-to-consumer advertising (DTCA) of prescription drugs, this topic is being discussed and considered by policymakers in Europe and many other countries.These countries are looking at the United...

Catalogue: ESOMAR Global Healthcare 2002
Authors: Humphrey Taylor, Katherine Binns
Company: Harris Interactive (Europe)
February 17, 2002
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Citation

Taylor and Binns (2002a, February 17). The public health impact of direct-to-consumer advertising in the United States . ANA - ESOMAR. Retrieved January 25, 2025, from


https://ana.esomar.org/documents/the-public-health-impact-of-direct-to-consumer-advertising-in-the-united-states-


Research papers

The chronically ill patient

Innovation in diagnosis, better understanding of disease prevention and continuous improved medications, in addition to an ageing population, are the cause of an ever-increasing market segment, namely the segment of the chronically ill or chronically...

Catalogue: ESOMAR Global Healthcare 2002
Author: Chris Krattiger-Savelkouls
February 17, 2002
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Citation

Krattiger-Savelkouls, C. (2002a, February 17). The chronically ill patient . ANA - ESOMAR. Retrieved January 25, 2025, from


https://ana.esomar.org/documents/the-chronically-ill-patient-


Research papers

Internal and external stakeholders forum

The authors of this paper provide an examination of the way in which the healthcare industry perceives itself, both currently and over the next 20 years. The study surveyed the opinions of 44 leading figures and stakeholders in the healthcare...

Catalogue: ESOMAR Global Healthcare 2002
Authors: Stephen Welch, Nic Wiseman
February 17, 2002
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Citation

Welch and Wiseman (2002a, February 17). Internal and external stakeholders forum . ANA - ESOMAR. Retrieved January 25, 2025, from


https://ana.esomar.org/documents/internal-and-external-stakeholders-forum-


Research papers

Knowing the patient

Longitudinal patient data has been cited as the largest single gap in healthcare data. This paper shows how a new, patent pending, patient-centric approach to data collection has been designed, using panel recruitment techniques and multi-source data...

Catalogue: ESOMAR Global Healthcare 2002
Author: Simon Fitall
February 17, 2002
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Citation

Fitall, S. (2002a, February 17). Knowing the patient . ANA - ESOMAR. Retrieved January 25, 2025, from


https://ana.esomar.org/documents/knowing-the-patient-


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 January 25, 2025, from


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


Research papers

Why DTC advertising has failed in the United States and how it can succeed

Since restrictions on direct-to-consumer (DTC) advertising were loosened in 1997, spending on DTC advertising in the United States has quadrupled. Now the European Union may soon begin testing DTC advertising, but not much consumer research on DTC...

Catalogue: ESOMAR Global Healthcare 2002
Authors: Michelle Castillo, Renee Hopkins
Company: Decision Analyst, Inc.
February 17, 2002
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Citation

Castillo and Hopkins (2002a, February 17). Why DTC advertising has failed in the United States and how it can succeed . ANA - ESOMAR. Retrieved January 25, 2025, from


https://ana.esomar.org/documents/why-dtc-advertising-has-failed-in-the-united-states-and-how-it-can-succeed-


Research papers

Understanding the prescribing decision

By understanding the role that patient factors play in the prescribing decision, pharmaceutical marketers will be better able to understand the behavior of their customers and in turn be better able to market their products to their...

Catalogue: ESOMAR Global Healthcare 2002
Author: David A. Luery
Company: KANTAR TNS Malaysia
June 15, 2000
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Citation

Luery, D. A. (2000a, June 15). Understanding the prescribing decision . ANA - ESOMAR. Retrieved January 25, 2025, from


https://ana.esomar.org/documents/understanding-the-prescribing-decision-