The New Face of the American Doctor: How Marketers Can Adjust Appeals to Reach Them

When Dr. Joanna Haight was a medical student at the Saint Louis University School of Medicine, she often sat in on educational lunch talks coordinated by the school. At one of them, a company discussed an anesthesiology drug that wasn’t used at her institution. The presentation was data-intensive and interactive, explaining how it differed from existing products on the market without applying much in the way of pressure.

“Most of us had an open mind because we knew it was widely used at other institutions,” Haight recalls. “But the way they did it, positive and data-driven, really appealed to me.”

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