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Reportlinker Adds Direct to Consumer (DTC) Advertising in Pharmaceuticals - Current and Future Market Outlook, Regulatory Landscape and Case Studies
Date:12/1/2009

Today - Adverse Economic and Regulatory Scenario Creates a Discouraging Market 33

4.1 DTC Advertising Expenditure on a Decline 33

4.1.1 Lack of DTC-Worthy Blockbuster Drugs 34

4.1.2 Misleading Advertisements and False Claims - DTC under Fire from the US Congress 35

4.1.3 Shift to More Cost-Effective Media 39

4.1.4 Damage to the Image of the Pharmaceutical Companies 41

4.2 Change in the Role of Television - Complementing Internet based Advertising 42

4.3 Internet as an Emerging Media - Encouraging Integrated Advertising Strategies 43

4.4 Conclusion 44

5 DTC Advertising in Europe - Possibility for Branded DTC Advertising Penetration 45

5.1 Sandoz (1996) - Set the Stage 46

5.2 DTC in Europe - Informative and NOT Promotional 46

5.2.1 Pfizer's Viagra 48

5.2.2 Pharmacia's Detrusitol/Detrol 49

5.2.3 Roche's Xenical 51

5.3 Internet - A Key Tool in Absence of Traditional DTC 52

5.3.1 Internet Based Advertising Controversy - eBMJ (British Medical Journal) 52

5.4 EU Regulations for DTC Advertising 55

5.4.1 High Level Pharmaceutical Forum - A Move to Push Branded DTC advertising in Europe 55

5.4.2 EC Proposal on Restricted Branded Advertising - Possible Entry Point for DTC Advertising Penetration in the Continent 56

5.5 Conclusion 57

6 Future of DTC Advertising - Integrated and Personalized Advertising to be the Key to Success 58

6.1 Future DTC Advertising Expenditure - Regulatory and Political Landscape will Determine the Growth 58

6.2 DTP (Direct-to-Patient) Advertising - Engaging Instead of Promoting 59

6.3 Move towards Social Media 61

6.3.1 Collaborating with Patient Groups - An Opportunity to Increase Patient Compliance 61

6.3.2 Dedicated Video Sites 61

6.4 Measuring Effectiveness
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