Brand Identity in a Consumer-Driven World


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Brands are up against new barriers as the control of what product gets prescribed and filled shifts from the physician to the payer and, even more importantly, to the patient. As healthcare consumers claim more and more power over their healthcare and treatment decisions and physician control over brand choice declines, the industry must begin to connect the dots between brand identity and consumer preferences.
“Consumers are acquiring more information from a larger number of resources than ever before, and in very simple terms, if they don’t believe it, they won’t buy it,” says Marc Sirockman, executive VP and general manager at Artcraft Health.

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