DTC marketing will evolve into a conversation, CEO says

04/23/2012 | Chief Marketer

Direct-to-consumer drug advertising is changing from a linear channel to a conversation that engages patients, although government regulations place some limits on that evolution, says Jay Bolling, CEO of Roska Healthcare. "What you’ll see is an evolution toward multichannel consumer engagement ... across the entire range of the patient journey, from risk assessment, through diagnosis, product trial, and ultimately, brand advocacy based on successful outcomes," he said.

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