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| Stakeholder dialog is good for business |
The business of marketing pharmaceutical and medical device products is evolving. Prescribing decisions are influenced by a much broader array of stakeholders than in the past. At the same time, managed care and hospital payment systems are becoming more structured and complex.
The innovative approaches described in this paper include finding unique ways to bring stakeholders together to interact and engage in revealing dialogs. Using these market research techniques, marketers will discover new ways to affect behavior, overcome barriers to adoption, and develop creative materials and messaging that get results.
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