Direct-to-consumer advertising for prescription pharmaceuticals: a good idea?

WARC Hot Topics are the essential guide to debates in and around marketing. This paper explores the key issues surrounding DTC pharma ads, with onward links to related papers on WARC and the Web.

Direct-to-Consumer Advertising of Prescription Pharmaceuticals - a good idea?

June 2003
DTC advertising is allowed currently in only two countries the USA and New Zealand and the vast majority of available experience comes, naturally, from the...