Shaw's Eco-Logic

This HND piece discusses how healthcare products are marketed, both to healthcare professionals and direct to the consumer. We first introduce the immense size of this market, which is valued at a staggering $1.5 trillion.

As you might imagine, pharmaceutical drugs comprise 10 percent of that—the biggest single sector. But even those smaller sectors, which make up "only" 2 percent of this market still account for a huge amount of business. Thus, a fortune is spent on advertising, with marketers vitally interested in what campaigns are really working. To that end, we highlight a powerful new tool.

Read the complete article.