Direct-to-Consumer (DTC) Healthcare: Moving Beyond Promotion to Personalized Platforms
Traditional pharmaceutical direct-to-consumer (DTC) marketing was largely built around awareness. Television commercials, magazine advertisements and other mass-media campaigns encouraged patients to “ask your doctor,” but what happened afterward remained largely outside the manufacturer’s or marketer’s visibility. The result was a fragmented journey from awareness to consultation, diagnosis, prescription, fulfillment and follow-up. Modern DTC healthcare platforms…
