Articles by Kathy Kastner - Pharmaceutical Executive

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Articles by Kathy Kastner

Direct to Consumer: Information vs. Education

Patients need education, and pharma is in the position to provide it.
May 1, 2005

It's no wonder, then, that delegates at the most recent Academy of Family Physicians conference indicated that their number-one request of pharma reps is responsible and accurate patient education materials.

Hospital TV the Right Way

To succeed in a direct-to-patient broadcast market, pharma needs credibility, tact, and gatekeeper buy-in.
Nov 1, 2003

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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