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To succeed in a direct-to-patient broadcast market, pharma needs credibility, tact, and gatekeeper buy-in.
Nov 1, 2003
By:
Kathy Kastner
Many hospitalized patients, confronted with an immediate health threat and looking for ways to pass the time between visting hours, are prime candidates for health messages delivered through a unique medium: direct-to-patient (DTP) television networks. But there's a catch. Although such networks give pharma an excellent opportunity to reach a highly motivated audience with disease and treatment education and product promotion, the hospital-based DTP market is as risky as it is attractive.
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