Listening in on patient-physician conversations – consumers don’t talk so much about branded drugs

JANE SARASOHN-KAHN

Originally published here on 12/8/10 on Health Populi.

What happens when a company becomes a proverbial fly on the wall in the physician’s exam room as she’s meeting with patients? Real-life insights into what health consumers ask for, and how they converse with doctors – neither of which match up to a pharma marketer’s dream (or business objective) of motivating consumers to ask their physicians to describe specific brands of drugs.

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