Value of direct-to-consumer drug advertising oversold, study finds

Direct-to-consumer advertising may not be giving big pharma such a big bang for their five billion bucks after all. Despite the billions spent on bringing drug marketing campaigns straight into patients’ living rooms, such strategies have a modest effect at best—and in some cases, no effect at all.“People tend to think that if direct-to-consumer advertising wasn’t effective, pharma wouldn’t be doing it,” says Harvard Medical School professor Stephen Soumerai, principal investigator on the study. “But as it turns out, decisions to market directly to consumers is based on scant data.”read more

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