More than a band-aid, relationship marketing - or RM - is a proven antidote for the erosion of trust, which is one of the side effects of DTC. The author outlines a strategy for restoring trust in the doctor-patient-brand relationship.

By Kelly Andrews

The marketing environment for DTC - or direct-to-consumer drug advertising - has grown increasingly complex over the last few years. Media fragmentation, information saturation and heightened regulatory scrutiny have combined to create an obstacle course for the pharmaceutical marketer.

These factors - plus a consumer base that is increasingly skeptical of the healthcare system - can add up to serious questions regarding the viability of DTC.

Yet DTC is here to stay. Many people - including some of its most vocal critics, both within government and the media - credit DTC for its role in increasing patient involvement in their healthcare. In fact, DTC has provided the consumer with a degree of control that would previously have been unthinkable.

Given the fact that patients are empowered,...  click below for the full article.

http://www.micromass.com/downloads/documents/RelationshipMarketing.pdf