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Healthcare Glossary
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Affinity marketing
Marketing targeted at individuals sharing common interests that predispose them towards a product, eg, a company marketing a calcium antagonist through a specialist cardiology journal. Also, a campaign jointly sponsored by a number of disparate organisations that are non-competitive but have a common interest. Most commonly Affinity Marketing occurs when industry owners recognise they can effect equity locked in their brand and customer bases, by advertising products and services which they don’t normally sell. A broader spectrum of commodities usually benefits each industry member marketing wise.
See also:
Marketing
Campaign
Brand image
Related terms
Corporate identity, Territory management, Media mix, Advocacy and support groups, Click through rate (CTR), Market share, Social marketing, RSS, Media schedule, Brand strategy, Customer relationship management (CRM), Infiltration marketing, Export marketing, Brand value, In-Company training,
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Kendle Healthcare
Company founder Neil Kendle was a pioneer in opinion leader engagement. In 2003, Neil brought together a small, dedicated team...
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