Knowledge

Key Points

• Consumers can respond to clinical messaging (COPD, Fibromyalgia, etc. did not exist 10 years ago)
• Consumers are becoming proactively involved in researching clinical content
• Personality marketing has been explored in the orthopedic space
• Certain sectors of the device market are poised for growth in DTC messaging - orthopedics are a prime target
• Jury is out as to whether device usage will influence a consumer's physician choice