DTC advertising in pharma

For thirty years, the brand with the biggest broadcast budget won the patient. That model is under pressure. Proposed FDA and HHS rules, new legislation and falling returns on TV spend are forcing pharma brands to rethink direct-to-consumer advertising.

These perspectives look at what replaces the megaphone: where connected TV and social help and where they inherit the same disclosure burden, how unbranded education and first-party data build demand, and why the brands closest to the patient are best placed to win.

From Kairos Meridian, an independent pharma commercial strategy consultancy that plans for the channel you have now and the one you may have next.