Someone once defined insanity as doing the same thing over and over again and expecting different results, says Jack Fisher, chairman of Corbett HealthConnect, a full-service, worldwide health care communications agency located in Chicago. If what you're doing isn't working, try something new. And, even if what you're doing is working, how do you know something else wouldn't be even more effective? Direct marketing is the most measurable of media. Take advantage of its measurability and you ...

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