For specialty medications, science is the best marketing

Demetrios Vakratsas is a Professor of Marketing at the Desautels Faculty of Management at McGill University. In a recent study, he found that physicians use scientific evidence to learn about new specialty drugs, rather than consulting traditional marketing materials.

They don’t need brochures. They don’t look at ads. Instead, specialists participate in word-of-mouth marketing to learn about drugs that could help their patients. So what does this mean for marketers in the pharmaceutical sector? And how does this affect the delivery of care for patients with rare diseases?

Professor Vakratsas shares his insights on this episode of the McGill Delve podcast.

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Read Professor Vakratras' study: https://journals.sagepub.com/doi/10.1177/00222429231177627

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McGill Delve is the official thought leadership platform of McGill University’s Desautels Faculty of Management. This episode of the McGill Delve podcast was hosted and produced by Eric Dicaire, Assistant Editor at Delve. Professor Saku Mantere is Delve’s Editor-in-Chief and produced all the original music.

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