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The Active Ingredient features expert insights and commentary from leaders of ZS Associates' global pharmaceuticals practice.

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Patients Turn to Caregivers for Help, as Should Pharma Marketers

Posted by Jennifer Gold on Tue, Dec 02, 2014

Many industries recognized long ago the value in learning from a consumer’s key influencers: friends, family members and peers. Seeking decision-making insights, consumer goods, technology and financial services industries routinely engage a moderator to, for example, identify a focus group’s collective motives for buying, say, soap or selecting a retirement plan. Meanwhile, the pharmaceutical industry often ignores a patient’s closest caregivers, who strongly influence treatment decisions.

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Topics: Pharmaceutical, key influencers, HCP, Patients, market research, health care Decisions, Caregivers, Health Care Providers, Jennifer Gold, Diagnosis

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