As long as pharma companies could afford an army of reps to get their advertising messaging directly to HCPs, healthcare marketing and advertising was largely immune to the habit of ad-skipping.
Connecting with patients has become a central plank in the pharma marketing playbook, but should companies be looking for a wider view when looking for insights to inform their branding?
Combining fields such as economics, statistics and operations research, marketing science has for some time operated under-the-radar as a secret weapon for those in the know.
