Online DTC: Marketing Push Meets Consumer Pull

May 30, 2007

By John Oroho


It is an increasingly common occurrence in doctors’ offices: rather than passively receiving information from the doctor, patients might pull out their own files, based on downloads from the Internet, with the intent of evaluating the doctor’s prescriptions—or possibly even suggesting alternatives. Such “consumer-driven healthcare” represents the often-touted future of prescribing practices and other aspects of care, and is part of the justification for all types of direct-to-consumer education and marketing.

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