Commitment and DTC: Moving Beyond Loyalty to Long-Term Consumer/Brand Connections


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Product Description

When seeking to apply nonprescription market-research techniques to the prescription world, everyone has heard that inevitable cry, “medicines are so different!” Yes, prescription medicines are different, but in many ways they are also the same. Marketers of prescription products can find value in techniques already proven in the consumer world. The rise of DTC and the growth of the Internet have put treatment information in consumers’ hands, empowering them to become drivers in the prescribing decision process. Therefore, prescription marketers must find ways to influence these important stakeholders — and they can turn to their consumer marketing colleagues to borrow approaches…

ROI by Lifetime Value (scanner panel data)
Commitment May Not Be a Leading Brand Phenomenon