Pharma marketing - what doctors need to know : "Pharma marketing can be classified into two different categories:
1. Push marketing: targeting physicians. Urging them to “push” certain drugs to their patients.
2. Pull marketing: targeting patients. Urging them to “pull” or request certain drugs from their physicians.
The most important approach to marketing taken by many pharmaceutical companies has been push-oriented. All those busy pharma reps swirling around hospital hallways are trying to persuade you to prescribe their drugs to your patients.
Nevertheless, the pull-approach has become more and more prevalent these days. Pharma companies are increasingly targeting the patients themselves.