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Healthcare Glossary

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Field marketing

This is the practice of sending company representatives to see customers/retail outlets with a view to building confidence in both the brand and supporting data, and driving sales. With OTC products in pharmacies this may involve conducting in-store promotions, setting up point of sale displays, and ensuring that products are displayed to best advantage .

See also:
Point-of-purchase displays
Direct response advertising (DRA)
Pull promotion

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