1. Segmenting, targeting, and positioning is central to the marketing function. In the case, there is a very interesting "positioning" conversation. Historically speaking, La Roche has done little direct to consumer promotional targeting and has instead, relied on recommendations from their incredibly strong dermatologist network. Most recently, La Roche has committed resources to more direct to consumer messaging and technologies.
2. Are these two "positionings" in opposite of each other?  if you were going to increase the promotional budget 33% where would you spend those additional promotional dollars - with the dermatologist network or direct to consumer vehicles?