Conference marketing: events, exhibitions and sponsorship

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Reprinted from the Medical Marketing Manual, Mike Rea argues that ‘Conference marketing’ is set to remain a central feature of every pharmaceutical brand plan, despite the explosion of Internet-based physician contact.

This is a reprint of Chapter 9 from the Medical Marketing Manual which is edited by Paul Higham and Peter D Stonier. The unique format of the Manual means that individual chapters are updated whenever necessary. The Manual has been written by senior medical and marketing executives in the pharmaceutical and allied service industries as a guide to the commercial development of medicines, particularly the interaction between the research, development, medical and marketing functions. The Editors have used their wealth of experience and knowledge in both the medical research and marketing spheres to provide a unique publication, which in 18 chapters and 5 Supplements covers all important aspects of the subject.

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