Identification of Target Groups and Their Consumer Attitudes

In general there are two target groups on the medical market: the immediate one – the customer (e.g. physician), and the mediated one – the end consumer (e.g. patient). Both have to be addressed in subsequent steps according to the markets’ standards and culturally differing tastes. Therefore the brief analysis of the individual markets’ consumer attitudes, as QLT offers, is crucial for successful product communications and campaigns.

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