innovative approaches are being used to gather your patients' names for marketing purposes

June 1998

Some innovative approaches are being used to gather yourpatients' names for marketing purposes.

Remember the TV ad featuring the runner, Jackie Joyner Kersee?700,000 asthma sufferers called, and their names are now in adatabase to get promotions regarding asthma products.

Reader's Digest wrote to 15 million subscribers asking formedical and prescription drug info about household members. Readersmay have assumed the results would help editors select articles.

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