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Healthcare Glossary
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Coverage
A measure of the potential audience that might receive an advertising/communications message via a media channel. In Marketing, Coverage refers to the number of active retail and/or wholesale avenues that sell a specific firm's brands in a particular market. Required market coverage is accomplished by adhering to a concentrated marketing, differentiated marketing, or undifferentiated marketing strategy.
See also:
Media planning
Channel marketing
Marketing strategy
Related terms
Top-of-mind awareness (TOMA), List broker, Business strategy , Recall test, Social media, Hard sell, Demand bias, Moderator guide, Tactical planning, Continuing Medical Education (CME), Executive summary, Marketing objectives, Price maker, Segmentation strategies, Big pharma,
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