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Rozerem DTC Emperor (Still) Has No ClothesPosted: February 9, 2007I have written about the Rozerem advertising debacle repeatedly, pointing out how inane it is and worse, how it has been ineffectual in helping the brand gain market share. This point of view is not radical. It's shared by many experts and journalists who write on the subject, although they have to report that the emperor has a wonderful suit of clothes on. Take, for example, the short article "For Rozerem DTC Campaign, it's steady as she goes" in the February, 2007 issue of MM&M, an industry publication I greatly admire. Read more about this plus an analysis of DTC campaign ROI for Rozerem vs. AmbienCR vs. Lunesta in today's post to Pharma Marketing Blog. For more posts in related topic areas, see: If you wish to receive notice by email whenever a post is made to Pharma Marketing Blog, please subscribe.
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Special Supplement Direct-to-Consumer Advertising Volume Two: DTC in the New Era 
DTC advertising is set for major changes in light of public criticism, but also in reaction to the changing reality of the marketplace where there is less need for a one size fits all solution. DTC must evolve and marketers must pay more attention to measuring and improving its effectiveness. Otherwise, billions of dollars will continue to be wasted. This volume is devoted to DTC best practices with a focus on techniques for improving DTC efficacy and return on investment, which is generally considered to be declining.
Order both Volume One and Volume Two and SAVE! (Click Here) Order and pay for Volume Two now using your credit card. ONLY $29.95
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