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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

Research papers

Identifying global targets

This presentation outlines a unique, interlocking process to identify and define global targets through forward-looking marketing research. All too often, pharmaceutical marketers have a haphazard process for identifying targets. The result can be...

Catalogue: Global Healthcare 2010: Trends And Innovation Booster
Author: Katherine Binns
March 3, 2010