Anti-drug company sentiment is at a highpoint, especially during this presidential election year. Along with attacks on drug prices, pharmaceutical company profits, the re-importation issue, there is much criticism of the value and appropriateness of direct-to-consumer (DTC) advertising of prescription drugs, especially television advertising.
This article focuses on what marketers need to do to face the tough 2004 DTC environment. It summarizes a presentation made by Robert Ehrlich, CEO, DTC Perspectives Inc. at the Achieving DTC Success Conference in October, 2003. Ehrlich talked about TV ad creativity, government regulations, the issue of brand retention, DTC ROI, and the challenges of a consumer-centric approach.