A healthy view of direct efforts

February 2001
Advertising Age;2/19/2001, Vol. 72 Issue 8, p20
Trade Publication
The article profiles Nina Pruitt, account group director of the healthcare division at Roska Direct. She believes that effective advertising campaigns require twin efforts in direct-to-patient marketing and the patient continuum, which is composed of risk assessment, diagnosis, trial of medications, repeat use, retention and advocacy initiatives.


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