Direct to Consumer (DTC) pharma advertising has its advocates and its detractors. Some believe that it puts valuable medical information in the hands of consumers while others believe that it has a controversial underside, doing less to protect patients and more to spur sales. For planners in the DTC advertising space, a data-driven approach to the media decision-making process is imperative. Planners need to understand what opportunities are available for hyper targeting and in what advanced solutions they should invest as complements to the modern mix.
Enjoying This Commentary? There's More to Love
Subscribe to MediaVillage to receive email alerts featuring the latest content on advertising, media/TV, and marketing strategies and trends, including exclusive The Myers Report research findings.