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Greg Rivera

Bazaarvoice

Big Bad Healthcare: Managing Reputations in a Trust Gap

In 2012 the US Pharma industry spent $15B on “detailing” - marketing drugs to physicians – and employed over 72,000 sales reps. Trusted brands are more likely to be prescribed by physicians, but there is a “trust deficit” that exists between these pharma sales reps and physicians. Who do physicians turn to that they can trust? Can brands make this marketing spend more effective?

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