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Online Health Information and Marketing

Published by: Jupiter Research Corporation

Published: May. 15, 2007 - 5 Pages


Table of Contents


Key Question - How do online users leverage information they find online in discussions with doctors, and how do doctors respond to users who leverage online information in discussions?
Key Question - What evidence exists that online prescription drug advertising ultimately influences prescribing behavior?
Key Question - How can marketers increase their influence over patient–physician interactions?


Abstract

Marketers are looking for evidence that their consumer-directed online efforts ultimately impact prescribing behavior and other treatment decisions.


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