How to bridge the audience divide in pharmaceutical marketing

There’s no category quite like pharmaceutical marketing. In your business, the lines between B2B and B2C are fuzzier than other industries. Healthcare providers and patients communicate all the time—and the channels they turn to overlap.

From the moment patients are diagnosed with a medical condition, they’re interacting with their doctor at every step along the path of treatment. And so, from the moment you start thinking about how to reach these two key audiences, you should consider a single, integrated campaign.

This Brightpaper will show you the following:

  • The most common steps along the Patient Pathway—and how to build them into your plan.
  • Five specific ways pharmaceutical marketers can make their media plan far more effective.
  • How your media strategy can encourage conversations about your product between patients and doctors.


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Keith  Betz
Keith Betz

VP of Client Services
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