DTC Tsunami: Duh!

A "new" study published in the NEJM concluded that "spending on direct-to-consumer [DTC] advertising has continued to increase recently in absolute terms and as a percentage of pharmaceutical sales in spite of pressure on manufacturers to curtail such advertising."

The NEJM authors seem surprised that DTC ad spending would rise at such a rate DESPITE criticisms and pressure on pharma to reduce spending. I say the spending increased precisely BECAUSE of this pressure, especially from Congress.

This study has already been covered by several bloggers. So, instead of rehashing everything someone else thought important, I'll merely quote a couple of pundits and then add something new (ie, more data and a prediction).

For more on this, plus a chart showing how DTC ad spending will out pace spending on physician promotion, see, today's post to Pharma Marketing Blog.

For more posts in related topic areas, see:

• DTC Advertising
• Physician Marketing

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The collection of articles and commentary in this first Pharma Marketing News Special Supplement chronicles the emerging issues of direct-to-consumer (DTC) advertising and presents pro and con opinions from experts on how DTC needs to adapt in the post-Vioxx marketing era. Topics include: DTC Pros and Cons, Straight-Talking DTC, Communicating Risk, Biotech DTC, Print DTC, and more.

TABLE OF CONTENTS

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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.

TABLE OF CONTENTS

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Order and pay for Volume Two now using your credit card.

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