Why the “sea of same”? A qualitative look at DTCA within the larger context of healthcare marketing
Abstract
After over two decades of direct-to-consumer pharmaceutical advertising (DTCA), the ads have changed very little, both within and over the years. One respondent in this exploratory study called it...
Paper Details
Title
Why the “sea of same”? A qualitative look at DTCA within the larger context of healthcare marketing
Published Date
Apr 2, 2020
Journal
Volume
37
Issue
2
Pages
155 - 175
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