What is Consumer Marketing?

Consumer Marketing focuses on advertising and messaging directly to patients. Tasks include market research to understand patient awareness and perceptions towards a brand (or disease state) and development of advertising pieces geared towards patients. Advertising may be through various mediums including print, audio (through radio, podcasts, etc.), television, and digital (online ads). Direct-to-consumer advertising is only legal in the United States and New Zealand and is controversial with proponents arguing that it increases awareness of treatment options and allows for better and more patient-centric care, while critics argue it raises healthcare spending by encouraging use of higher-priced branded drugs.