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DTC Industry Check-Up or Cherry-Pick?Posted: July 17, 2007For a long time now, consultants with a vested interest -- ie, financial interest -- in eMarketing have repeatedly cherry-picked data to support the notion that Big Pharma is on the verge of shifting massive amounts of marketing dough to online venues. The latest "Annual DTC Industry Checkup" survey published by Dendrite is a case in point. The press release "DTC Marketing for U.S. Prescription Drugs Moves Online" makes a remarkable claim based on cherry picking data from the survey. There are several other non-online trends I could pick from this survey. To find out what these other cherries are, 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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