Doctors Behind Bars
February 01, 2005
There's no better use of healthcare marketing dollars than to reach patients with unmet needs. That's why niche marketing has gained steam during the last few years. But increasing competition in accessing doctors who treat culturally and racially diverse patient groups means pharma marketers have to refine their definition of what constitutes a niche market in the first place. In doing so, they may stumble over a market that has not yet been saturated—US prisoners.