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Cord-blood banks shift marketing tactics
Healthcare Strategist Trend Watch, June 2, 2006
The market for cord-blood banks, which freeze blood from a baby's placenta and umbilical cord to save for use in case the child gets ill later in life, has the potential to reach $1 billion as the population becomes more educated about the process, according to an Advertising Age report. The cells can be used to help fight diseases such as leukemia, brain tumors, and lymphoma. Providers spent $4.2 million on direct-to-consumer ads for the service last year-targeting expectant moms with adorable pictures of healthy-looking children. That's a change in tactic: previously the service was marketed to healthcare professionals who care for pregnant women.
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