Brand recommendations made by healthcare professionals (HCPs) are of high importance for consumers and a relevant reason for making a purchase in the consumer health market. Despite of, or because of, the overwhelming number of digital information sources that can often be confusing, the high relevance of a personal brand recommendation given by HCPs is a top reason for a consumer’s purchase decision.
A GfK Medic*Scope study on the purchase behavior of consumers in German pharmacies showed....