Database marketing proves Rx value

Krol, Carol
March 1999
Advertising Age;3/15/1999, Vol. 70 Issue 11, ps18
Trade Publication
The article reports on the increased use of database marketing by companies in the pharmaceutical industry in the U.S. Competitive Media Reporting puts total television advertising spending for prescription drugs near $550 million from January through November of 1998. Drug marketers have been increasingly collecting consumer information and using it to build relationships and target new customers. According to Susan M. Wilson, vice-president of sales for healthcare insurance and mutual fund marketplaces at Experian, pharmaceutical companies are just now starting to understand enough to begin to build the database and take advantage of technology to understand clients they have today.


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