Occasionally, I predict the next frontier in pharmaceutical marketing. Back in September, 2005, for example, I predicted that "sleep aid" DTC (direct-to-consumer) advertising would be the next BIG thing (see "Insomnia - the Next DTC Frontier"). These days, you cannot escape the ads for these drugs, some of which -- namely Lunesta -- have ignored the industry's guiding principles for DTC advertising (see "Lunesta/Ambien/Sleep Aid Drug Blog Topics" for more information about that).

What's next? The next BIG focus for DTC advertising will be obesity treatments.

Leading the pack in this category is Acomplia marketed by Sanofi-Aventis. This drug, which supposedly suppresses your craving for fatty foods, is set to be approved in the EU this summer and in the US by the end of the year according to a Sanofi-Aventis press release.

Fait accompli! Or should we say "fat acomplia"?

Read Today's post to Pharma Marketing Blog to see if Acomplia will be successful in the US market.

Also see:

• DTC Advertising Blog Topics

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