Drugstore-based marketing becoming prime DTC option

Drugstore-based promotions of pharmaceutical products are gainingwide industry acceptance, according to data recently presented atthe DTC National Conference. Panelist Gary Norman, executive VP andgeneral manager for Rx EDGE, a pharmacy-based, direct-to-consumermarketing firm, reported in-store promotions are an emerging trendin which pharmaceutical marketers are boosting their emphasis onpatient information and education, and shifting from TV to moretargeted, measurable media.

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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