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Ditch white coat, pharma told

Posted 16 October 2020

Pharmaceutical companies should ditch the "white coat" method of communication and talk to patients in a way that informs but also resonates, according to a medical marketing expert.

The coronavirus pandemic has seen burgeoning numbers of consumers turn to digital platforms to source health information, with "personal voice" now the most powerful form of communication, according to Tonic Media Network CEO Dr Matthew Cullen.

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