Why DTC advertising has failed in the United States and how it can succeed

Since restrictions on direct-to-consumer (DTC) advertising were loosened in 1997, spending on DTC advertising in the United States has quadrupled.

Why DTC Advertising Has Failed In the United States And How It Can Succeed

An exploratory study of consumer attitudes reveals the myths and the realities

Michelle CastilloandRenee HopkinsDecision Analyst Inc.

INTRODUCTION

Since the U.S. Food & Drug Administration (FDA) loosened its restrictions on direct-to-consumer advertising in 1997, pharmaceutical company spending on DTC advertising in the United States has gone from $791 million in 1996 to $2.5 billion in 2000. (1)

In summer 2001, the European Commission announced that a pilot scheme may be introduced to allow pharmaceutical companies to directly offer information to European consumers about...

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