“We've started to treat print and TV as noise in the background. With mobile, our behavior shifts. We become task-specific seekers. We take in more of what's on the screen. When ads are in that space, [consumers] are more likely to take action.”

A.J. Triano, vice president of connected health at inVentiv Health's Palio+Ignite, on digital DTC pharmaceutical advertising. Read more from Medical Marketing & Media.

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