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Change you can believe in

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Pharma marketers have always been reasonably slick at finding target audiences and grabbing their attention. But, like any other industry, it's the call-to-action that poses more of a challenge. And if you're talking about a treatment regimen for, say, a chronic condition, then getting a new script into a patient's hand is often no more of an achievement than, well, reaching first base (in the truest baseball sense, of course). The really tricky part is getting the patient to stay on the things. Adherence to treatment is the holy grail for pharma, and the bane of its product managers, especially those running brands in chronic and asymptomatic disease categories like hypercholesterolemia, where the drop-off rates can be staggering.

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