What’s the Future of DTC Advertising?
Survey began 12 November 2008
Survey halted 20 January 2009, re-opened 8 May 2009.
See Resources & Further Reading below…
Both the economy and new political atmosphere in Washington are likely to affect direct-to-consumer (DTC) advertising of Rx drugs in the near future.
“According to a new study by TNS Media Intelligence,” reports Advertising Age, “DTC spending is down for the second consecutive year and likely will not reach the $5 billion mark by the end of 2008 that many media companies had counted on.”
Under the new Obama administration there will be new leaders of HHS (Daschle) and the FDA (TBD). New pressure will be put on the pharmaceutical industry to limit or perhaps ban DTC advertising.
The drug industry itself may be moving towards a voluntary moratorium on DTC advertising of newly-approved drugs.
The survey asks repondents their opinion of the future of Direct-to-Consumer (DTC) advertising of prescription medications under a new Democratic Administration. Questions include:
- Will DTC spending increase or decrease in 2009 compared to 2008? By how much?
- Should all or some forms of DTC advertising be banned in the US?
- Should there be a moratorium on DTC advertising? Should it be mandatory or voluntary?
- Should the business-tax deduction for DTC spending be taken away by legislation?
- Is there adequate risk information presented in DTC ads? Is it effectively communicated and does it balance benefit information?
- See the DTC Marketing Forum for more background information on these issues. This forum is updated on a regular basis with articles and news feeds as well as opinions contributed by visitors.
- Scare Balance or Scare Tactics? A Weak Case Against More DTC Risk Information. This is the personal opinion of John Mack, Editor of Pharma Marketing News.
- DTC Ad Spending Will Decrease 9% in 2008 and 11% in 2009!. This is the personal opinion of John Mack, Editor of Pharma Marketing News.
- An Experiment: Ban All DTC Broadcast Advertising for One Year. This is the personal opinion of John Mack, Editor of Pharma Marketing News.