Questions to ask when deciding on a consumer channel

05/12/2014 | Medical Marketing & Media

Pharmaceutical marketers deciding which consumer channels to pursue should ask themselves whether each channel will reach the right audience and motivate action, whether the channel is appropriate for a health care message and how well the channel fits with the product's life cycle, writes Jim O'Dea, president and CEO of Rx EDGE Pharmacy Networks. "[M]arketers need to align in-pharmacy and in-office communications with what consumers see on TV, online and in print. It is equally important to include similar messages throughout digital channels such as smart phones and tablets," O'Dea writes.

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