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Spending expected to increase mildly in the short term
And now, the climate report--the climate for direct-to-consumer advertising, that is. Conditions should be mildly favorable in the coming year, with a lot of focus on electronic communication and patient education. Government regulation will continue to present the industry's cloudiest weather.
The predictions come courtesy of last week's Annual DTC Industry Check Up, a survey conducted each year since 2002 by Cegedim Dendrite. The survey included 134 respondents, from manufacturers, consultants, agencies, and other vendors. DTC's outlook for the coming year, according to respondents:
The full white paper is available at www.dendrite.com.