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Humana's "Rifle Shot" At DTC

 
• By Michael McCaughan

A little noticed provision of the Medicare Part D rules requires plans to sent a monthly statement to beneficiaries. Humana plans to take advantage of that communication to educate enrollees about how to save money by choosing lower-priced drugs.

It sounds like a Big Pharma marketing exec’s dream: "A rifle shot" version of direct-to-consumer advertising. "It is actionable information" based on "exactly what this person is taking."

By comparison, conventional DTC advertising on television is "an atomic weapon": an extremely inefficient approach that hits everyone in hopes...

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