SUMMARY

The pharmaceutical industry is bracing for change in direct-to-consumer (DTC) marketing, which many experts say is losing its impact on an increasingly informed, skeptical, and proactive consumer audience.

Many critics have blamed DTC for high drug prices and exacerbating drug safety liabilities. Meanwhile, compliance and persistence are low and may be headed lower as a consequence of recent product recalls.

What do these trends portend for 2005? What changes in approach are necessary? How well are DTC marketers prepared to address challenges? To help answer these questions, a survey ("2004 DTC Industry Checkup") of DTC drug marketers was performed by Optas, Inc. and DTC Perspectives, Inc. in October 2004. Results are summarized in this article.