Pharma will be faced with numerous challenges in 2006 according to experts who have responded to the 2006 Pharma Trend Survey hosted by Pharma Marketing News. The most visible challenge -- i.e., the one that can affect the industry's image the most if not handled correctly -- is direct-to-consumer (DTC) advertising, which has become "a poster child for the industry and its marketing activities," according to Pharma Marketing Roundtable member Harry Sweeney.

What is it about DTC that has been at odds with the industry's PR? Is there a new alignment between pharma marketing and Pharma PR? If so, what therapeutic category is leading the way?

For more on this subject, read today's post to Pharma Marketing Blog.