High-Yield Strategic Marketing Every medical meeting's direct marketing campaign has four strategic elements: the right offer to the right people at the right time-the right number of times. Or, as is said in marketing parlance: offer, reach, and frequency. In past columns, we've discussed such elements of the offer as the opportunity to obtain access to peers and receive education and credentials. This column, the first of two parts, will focus on reach and frequency, while December's will ...

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