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Look Out for Sexier Cialis Ads -- Maybe Including Beaver!Posted: January 16, 2008Now that the FDA has approved Cialis for once daily use for the treatment of erectile dysfunction (ED; see Lilly press release), expect to see a twist to direct-to-consumer (DTC) ads for the drug: sexier late-night ads! I just learned that Abelson-Taylor (AT) -- the agency that brought us Abe Lincoln and the beaver in the Rozerem ads (see "Rozerem Ads Dis Lincoln, Show Beaver") and Cialis' consumer agency of record -- may be developing a campaign "geared toward men who plan to have sex twice a week or more." So, how can AT "break through" the current clutter of ED ads for once-daily Cialis? You just cannot have the same old doting women clinging to their men and attempting to guide them to the bedroom. That's the clutter right now. No, you have to go to the NEXT step... To find out what that next step might be, read 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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