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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

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Oxford PharmaGenesis is an independently owned HealthScience communications consultancy, providing services to the healthcare industry, professional societies and patient groups....