ABSTRACT
This introduction presents an overview of key concepts discussed in the subsequent chapters of this book. The book describes programs' healthcare trends and relationship marketing (RM) programs based in the US. A consumer relationship marketing (CRM) program in pharmaceuticals is a series of information and incentives aimed at moving consumers along a pathway within a therapeutic category. The book then presents a treatment of RM rooted in quantitative principles and appropriate data sources. For newcomers to healthcare marketing, it can serve as a foundation and introduction that provides a framework, details, and examples of both RM designs and associated measurement disciplines. The book also serves as a textbook within a university advanced course in marketing, or a pharmaceutical business program. Finally, it explains how pharmaceutical companies and their strategic partners can develop RM programs for both consumers and healthcare professionals (HCPs).
