Honey, I Shrunk the Ad Campaign

Mehta, Nihal
January 2007
Pharmaceutical Executive;Jan2007, Vol. 27 Issue 1, p82
Trade Publication
The article focuses on the new marketing strategy for pharmaceutical companies to deliver health information and sample coupons direct to consumers by using cellular phones. The new approach is called mobile marketing which is paperless, scalable and allows companies to build one-to-one relationships with customers. The use of cellular technology to deliver targeted healthcare information and sample coupons to portable devices much like e-mail campaigns.


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