From PM360: What is the Right Multichannel Mix?
Today, marketers are faced with understanding what is the right multichannel mix for their brand and campaign. We’ve been taught that the way to isolate the relative impact of one channel versus others is by testing the channels while keeping all else equal. But that doesn’t tell the whole story.
We’ve found, through extensive testing of Healthline’s content, that different channels appeal to people with different mindsets.
Healthline’s Senior Director Media, Strategy and Analytics, Jennifer Loga, shares her point of view for pharma marketers to make the right decisions by adopting mindset marketing.
Read the full article in this PM360 article discussing the right multichannel mix.