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Alli Newspeak: Oily Spotting is "Treatment Effect"Posted: June 12, 2007George Orwell coined the phrase "newspeak" in his 1948 novel Nineteen Eighty-Four (1984). In the novel, it is described as being "the only language in the world whose vocabulary gets smaller every year." An example of Orwellian newspeak is the elimination of the word 'bad' and replacing it with "ungood." That sort of thing. Eventually, by eliminating enough words you can make anything sound less "ungood" as exemplified by the slogan "War is Peace." Now another well-known British entity -- GlaxoSmithKline (GSK) -- has applied newspeak principles to direct-to-consumer (DTC) advertising. For more on this, see 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.
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