5/14/2013

Content marketing offers health care marketers a direct approach to communication that customers will actively seek out and share, writes Peter Houston, former group content director for Advanstar Pharma Science. "Pharma's content-marketing opportunity is to make sure that when a doctor or a patient goes searching for health information ... the right content is there waiting for them," Houston writes. But health care marketers may be too preoccupied with risk to take advantage of the opportunity, says Dr. Candice O'Sullivan of Wellmark.

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