Current in-the-box marketing techniques such as DTC TV and magazine ads are "inefficient because of their scattershot nature. The vast majority of viewers of such ads are not sufferers of the condition the drug is indicated for." As more specific disease mechanisms are identified, fewer and fewer people will be eligible to be treated for approved indications. This will have "a significant impact on DTC," suggested Dr. Richard Vanderveer, Chairman and CEO of V2, Inc. These crises demand out-of-the-box marketing solutions, which are described in this article.