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DTC in 2005: Old Dogs, New Tricks?
Posted: January 26, 2005Based on results from the "2004 DTC Industry Checkup" -- a survey of DTC (direct-to-consumer) drug marketers by Optas, Inc. and DTC Perspectives, Inc. -- a majority of marketers expect DTC spending to increase in 2005 (41% predict increases greater than 5%). This is despite the challenges to DTC -- consumer backlash, lack of data, and government regulations -- identified by respondents.This survey was conducted around the time that Vioxx was withdrawn from the market and at the height of election season (October 2004). At the time, Merck's and FDA's alleged collusion to keep facts from the public while Vioxx was still marketing via DTC (see "Who Should Pay for Merck's Obstructionism?") was not revealed and passions about then Sen. Edwards anti-DTC legislation were at fever pitch. I think if the survey were done today, there would be less optimism about spending.
Can You Teach Old Dogs New Tricks?