Drugstore-based marketing becoming prime DTC option

Drugstore-based promotions of pharmaceutical products are gaining wide industry acceptance, according to data recently presented at the DTC National Conference. Panelist Gary Norman, executive VP and general manager for Rx EDGE, a pharmacy-based, direct-to-consumer marketing firm, reported in-store promotions are an emerging trend in which pharmaceutical marketers are boosting their emphasis on patient information and education, and shifting from TV to more targeted, measurable media.

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