Overall, DTC spending has dropped in four of the last 5 years.
The DTC juggernaut is weakening. As The New York Times reports, industry spending on TV ads fell by 2% in 2011, the fourth consecutive year of decline. Altogether, TV spending is down 20% from 2007...
Puppies and beach houses may not be as distracting as the FDA feared. The agency had been studying presentations of risk information in direct-to-consumer advertising to determine how graphics, video...
Dendreon ($DNDN) is turning to patients to boost demand for its prostate cancer treatment Provenge. Faced with lower-than-expected sales of the personalized therapy, the company plans to expand
A management guru prescribes "radical" changes for Big Pharma--including abandoning DTC advertising. In his view, the industry can only leap ahead when its leaders unlearn traditional management
Some time back, a cadre of U.S. lawmakers suggested that drugmakers' ability to market brand-new meds should be curtailed. Although some companies already forego direct-to-consumer advertising for a
Marketing osteoporosis drugs has grown more complicated since Merck's Fosamax went off patent a couple years ago. Now that there are low-cost alternatives to branded bisphosphonate treatments,
In 1997, the FDA opened the flood gates on direct-to-consumer advertising, and thus for the first time allowed drugmakers to promote their products on television. In an editorial in the New York
Look out for the advertising onslaught. With a whole slew of new blood-thinners potentially hitting the market, Forbes predicts that DTC ads will hit television and print in a big way. That might not
It might be time for drug marketers to abandon their TV-centric approach in favor of a real, live, well-thought-out digital strategy. As the blog KevinMD points out, plenty of new research shows that