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The Future of DTC Advertising

A bad economy, anemic drug pipelines, and draconian regulations -- is a perfect storm brewing?

Experts don't know if it's the economy, lack of new drugs in pharma's pipeline, or the new pro-regulation political climate, but 2009 is shaping up to be the year that direct-to-consumer (DTC) advertising will suffer a round of budget cuts and setbacks not seen in a long time. How can we predict the future of DTC given all these influences? As usual, Pharma Marketing News hosted an online survey to tap into the knowledge and views of readers to help answer that question and get some insights from experts. The survey ran from November 12, 2008 through January 19, 2009. The results, including comments from survey respondents and DTC experts, are summarized in this article. Topic headings include: Even Pharma CEOs Question DTC's Future Wolfe in the Henhouse Decline in DTC Ad Spending Likely Let's Focus on Effectiveness, Not Dollars Spent as a Measure of DTC Success Questionable ROI Should DTC Be Banned? What About a DTC Moratorium? Business Tax Deduction Communicating Risk

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PMN81-01
Issue: Vol. 8, No. 1: January 2009
Word Count: 4200

Find other articles in related Topic Areas:

• Direct-to-Consumer (DTC) Advertising & Marketing
• Regulatory Compliance
• Strategic Marketing & Planning