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

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Mastering the Emotional Side of Oncology Marketing

Posted by Maria Whitman on Thu, Jan 07, 2016

There was a time when clinical evidence—primarily efficacy, tolerability and safety—could be counted on as the most predictable basis for oncology treatment decisions. However, in recent years, my clients and I have seen non-clinical factors become increasingly important to oncologists.

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Topics: oncology, Maria Whitman, oncology manufacturer, non-clinical, emotion, storytelling, empathy

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