Understanding Drivers of Patient Behavior Maximize DTC Effectiveness
This article summarizes the findings of the Market Measures/Cozint 2002 DTC Monitor study.While the study showed increased awareness of DTC ads by consumers, awareness varied considerably depending upon the medium.

The study also measured perceptions of DTC advertising by consumers and segmented the results according to medical condition.

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Issue: Vol. 2, No. 7
Publication date: July 2003
Word Count: 4,610

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