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TARGETING: THE KEY TO EFFECTIVE COMMUNICATION WITH CONSUMERS
We all tend to talk best to people like us. Most chronic users of medicines are older. Poor and have less formal education than most. Yet these are exactly the people in Europe who receive all of their medicines with no co-payments or cash costs. No-one talks in about health in the language of the tabloid press which is why so much health communications doesn’t work. Look at this 2004 Baird’s CMC presentation
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