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Virtual Health Care: Where Does This Leave Pharma Marketing?

 
• By Melanie Senior

COVID-19 has triggered a dramatic shift toward virtual consultations and telemedicine, encouraged by more relaxed regulations and payer support.

Medical_Mask_Dollars
• Source: Shutterstock

The use of telehealth services tripled during the early weeks of the pandemic, according to a nationwide survey by ACHP at the start of May. Nearly half of US consumers were shunning hospitals entirely, and two thirds were also avoiding doctors’ offices, the same survey suggested.

This shift is impacting all health care stakeholders. Providers and payers have had to rapidly expand their technology investments and encourage the use of digital tools. Pharma has adjusted how...

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