Why Do DTC Ads - "Viva Viagra" included

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Why Do DTC Ads - "Viva Viagra" included - Stink?

Posted: July 25, 2007

Lately, we've been witnessing a regression of sorts in the quality of DTC (Direct-to-Consumer) Rx drug ads. The recent "Viva Viagra" ad, for example, is a throwback to the days before Congress was serious about banning DTC or imposing more restrictions on DTC.

Not only do ads for drugs like Viagra and Rozerem fail to live up to promises of educating the public about medical conditions, they also STINK! At least in terms of delivering return on marketing investment.

Why do these ads stink at delivering ROI although they are highly memorable and score highly in typical focus groups?

To find out the answer to this and other questions, read today's post to Pharma Marketing Blog.

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