Forecast for 2013 DTC Spending
However I also believe that pharma executives think that digital marketing is less expensive than traditional marketing and that is not necessarily the case. In fact the dollars needed to invest in digital marketing capabilities ...
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It is this sorts of background issues which drive the e detailing solution for consumers. Some suggest DTC will be dead in five years. Pharma need to ask, how to engage the consumer in a different way and form.
The answer: use mobile and use video
The challenge of proving ROI for every product is going to challenge a lot of DTC marketers.
The FDA continues to take their time in issuing updated Internet marketing guidelines.
The higher cost of national TV along with data that shows consumers “turning off” DTC commercials.
The ineffectiveness of banner ads when mass targeting is used.
The decline in hard copy readership of newspapers and magazines..