Direct to Consumer: When Television Isn't Enough - Pharmaceutical Executive


Direct to Consumer: When Television Isn't Enough
Marketers are tightening mass-marketing budgets and putting cash into direct media and integrated programs.

Pharmaceutical Executive

How do you think FDA's push for pharma to front costs for expedited ad approval is going to affect DTC spending in the next year or two?

COMAN: Obviously, that's going to have a negative effect on pharma's ability to do more broad mass marketing. However, I think the overall mindset is changing from mass commercialization and broad awareness to very specific personalized communications.

Brand Managers Downplay TV
Everybody is sensitive to these regulations. This is a very regulated industry, and for decades we've been very careful in terms of what we say and how we say it to make sure that the message is clear and that people are not overstepping boundaries. And I think that there just continues to be more sensitivity around that into the future.

Will there be another drastic change in the amount in the near future of money being spent on DTC?

COMAN: If you take a look at where we were historically, year after year there was a gradual increase in terms of sentiment to invest more in broader channels. And to see such a dramatic shift from 2005 to 2006, I think that that's indicative of what's going to happen into the future.


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