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Direct-to-consumer ads: The new face of consumer advertising
Healthcare Strategist Trend Watch, August 12, 2005
Even as direct-to-consumer (DTC) promotional spending reached an all-time high in 2004, the future of the market remains in question, according to MedAdNews' 11th annual report on DTC advertising.
Analysts say the market withdrawal of high-profile products, the suspension of Pfizer's Celebrex campaign, and various business, regulatory, and consumer trends are forcing marketers to rethink the use of mass-marketing campaigns. Experts predict that efforts will shift to more focused direct-to-patient programs and will focus on disease awareness and unbranded advertising.
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