Cyberchondriacs Unite!
Wednesday, July 20, 2005
Bristol-Meyers-Squib (BMS) announced a couple weeks ago that it is moving away from direct-to-consumer (DTC) marketing, such as television and magazine ads, and will be investing its marketing money in direct-to-patient marketing. They hope that by focusing their money on grabbing the attention of people who are already being treated by doctors, as opposed to DTC’s scatter-shot appeal to the entire population, they’ll make more sales.
It’s a smart strategy. Any Marketing 101 course will teach you to focus your resources on the people most likely to buy your product, and to avoid campaigns targeted to the “general public.” Continue Reading »






