By Kate Rawson
When AstraZeneca PLC retooled its direct-to-consumer advertising last year, the reasons had nothing to do with market share. Instead,...
The New Economics of DTC: Responsibility Sells
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The pharmaceutical industry's new serious tone in direct-to-consumer advertising is having an unexpected effect: commercial success. While some drug categories -- like erectile dysfunction -- may be more difficult to advertise, some marketers are finding that operating within the new voluntary guidelines makes for a more effective marketing message.
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