The purpose of this special topic session is to describe and discuss the different ways pharmaceutical companies are engaging in patient influencer marketing. This session will integrate theoretical research with industry practice to reflect how scholars and practitioners may grapple with the issues at hand. We envision this session as being interactive between the panelists and audience members.
Panelists: Marjorie Delbaere, University of Saskatchewan; Jisu Huh, University of Minnesota; Jennifer Ball, Temple University; Mark Durney, Porter Novelli
