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Keywords: Message framing
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Journal Articles
The effects of DTCA on patient compliance: Exploring the impact of endorser selection and message tonality on patients with diabetes
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International Journal of Pharmaceutical and Healthcare Marketing (2013) 7 (4): 391–409.
Published: 25 November 2013
... advertising Message framing Endorser Healthcare marketing Patient compliance Patient non-compliance causes at least 125,000 deaths in the US each year (Wosinska, 2005). Additionally, it runs up a bill of more than $100 billion in supplementary healthcare expenses and lost productivity, burdening...
