Gigi Peterkin

Heather Fletcher is senior content editor with Target Marketing.

Marketers in the medical community are hearing it just as much as their counterparts in other sectors: Get social. Sixty-one percent of Americans are searching online for medical information, and 60 percent of the searchers say the information they found there helped guide their treatment decisions, says Gigi Peterkin. Peterkin, associate director of interactive media for AstraZeneca US, the American arm of the London-based biopharmaceutical company, spoke on May 11 during the Social Communications & Healthcare–Case Studies and Roundtables conference in New York.

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