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I work in email marketing strategy and direct mail and I have not come across any articles mentioning the big pharmas using direct marketing to sell drugs. Frankly it would be difficult in this field as medical records are not generally available to marketing professionals for good reason. I am not sure that marketing directly to doctors without having a salesman in front of them would be that effective either, it could be but I have not read any research on it.

MYGN used a direct mail effort to increase adoption rates of its genetic test for breast cancer. They sent 125,000 pieces to doctors and clinics specializing in women and breast cancer issues. It was exceptionally effective by all accounts.

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