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May 15, 2007 Online Health Information and MarketingAssessing Impact on Patients' Interactions with Doctorsby Monique Levy with David Daniels |
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This is an excerpt
Executive Summary
Marketers are looking for evidence that their consumer-directed online efforts ultimately impact prescribing behavior and other treatment decisions.
Key Questions
- How do online users leverage information they find online in discussions with doctors, and how do doctors respond to users who leverage online information in discussions?
- What evidence exists that online prescription drug advertising ultimately influences prescribing behavior?
- How can marketers increase their influence over patient–physician interactions?
This is an excerpt
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