Originally Published MX July/August 2003

ADVERTISING, DISTRIBUTION, & SALES

A proven strategy for pharmaceuticals, interactive marketing can also help device manufacturers to get their product message across.

Gerry McGoldrick

Historically, medical device manufacturers have targeted marketing efforts at doctors and hospital personnel. Lately, however, consumers are claiming ownership of more and more of the decisions made about their healthcare. The medical device industry is learning from pharmaceutical marketers, and is focusing efforts on reaching consumers directly. Interactive marketing is the best way to reach this important audience of ultimate end-users.