Results from a recently released report on the return on investment for drug marketing dollars held some interesting implications for those who plan physician meetings and events. While total drug marketing dollars grew 13.7 percent in the 1995 to 2000 period covered in the study, physician meetings and events (PME) spending grew 22.1 percent per year, second only in growth to direct-to-consumer (DTC) promotion, which grew 44.3 percent annually. The other two promotion areas included in the ...

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