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New DTC Principles Emerging
Posted: June 16, 2005Taking "One small step for a pharmaceutical company, one giant leap for the pharmaceutical industry," Bristol Myers Squibb (BMS) announced on 13 June 2005 that it will refrain from direct-to-consumer (DTC) advertising for a minimum of 12 months following the launch of a new drug. It will also limit advertising on TV to "appropriate audiences at appropriate times."Is the BMS "Code" a preview of the principles being worked on by PhRMA? If so it's a nice ploy to upstage competitiors and goose the process along. This post presents several new principles of DTC advertising emerging from the industry.