The critically important interchange between physician and patient yields the decisions that determine pharmaceutical marketing success or failure. Adding to the complexity of this care-focused dynamic are significant influences on patient diagnosis and ultimately the choice of treatment. The physician is influenced to a great extent by external forces including health plan policies, professional guidelines, clinical information, and internally by experience, education, culture, and personal values. Patients are influenced by many of the same with regard to experience, education, culture, and personal values, as well as interest in self management and the impact the disease is having on their lives. This program will explore the means to maximize marketing outcomes, despite the significant forces that impact the critical decisions made, during the physician-patient interchange.
Deborah Dick-Rath, SVP, Healthcare Practice Leader, Factor TG
Adrienne Lee, Executive Managing Director, Beacon Healthcare Communications
James Chase, editor-in-chief, Medical Marketing & Media