DTC Perspectives

Pfizer Puts The Double D in DTC “This is a bold step for a drug company…” -Bob Ehrlich While traditionally DTC refers to direct advertising to consumers, we have a case where the “D” also means distribution directly to consumers. Viagra, a heavily counterfeited drug, is now available to consumers directly from Pfizer. Since this [...]

The Future of Point of Care “POC will be at least 10% of DTC budget allocations in 5 years..“ -Bob Ehrlich Point of Care (POC) advertising has been around a long time. It is the advertising done at physicians’ offices and pharmacies. Most drug companies use it and have for over 20 years. My best [...]

Dear Industry Member, Patients are becoming more involved in treatment decisions. DTC advertising, higher co-pays, higher deductibles, less time with doctors, and the availability of health information have made patients into proactive consumers. For this reason, we are debuting the “Point of Care Marketing Conference (http://www.cvent.com/events/the-new-point-of-care-marketing-conference/event-summary-68ed247aa8a6433b8a9aba71544d7f03.aspx)” this fall.  We invite you to join us on [...]

Merck Doing it Right “Merck has tremendous upside running these ads.” -Bob Ehrlich I really like the Merck shingles ads. They have been on-air for about a year and I apologize for the delayed reaction. I had shingles in my 30’s for a brief time. Just a few pimple like things on my chest but [...]