Sales opportunities arise when marketers understand networks of influence

08/30/2011 |

Health care marketers "must stop talking about what brands stand for and start talking about what brands do" if consumer behavior is to change, writes Andy Hayley, managing director of TBWA\Paling Walters. Patients must be involved in decisions to switch medications, and marketers must create models based on what motivates health care providers to prescribe one regimen over another as well as how patients interact with their health care providers, he writes.

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