June 20, 2012 – First quarter 2012 data from Nielsen show that direct-to-consumer (DTC) ad spending fell 14 percent, continuing a downward trend that started
several years ago, according to a June 19 article in Beyond the Pill. The article, “Marketers Continue Trimming DTC Advertising Spending in First Quarter,” highlights the big brands that continue to spend heavily on DTC promotion and concludes that “many of the smaller brands are opting out of the big DTC campaigns in favor of better targeting that should produce a better return on investment.”
“It’s not that
medical marketers are retreating from DTC, they are just being smarter about its use,” remarked Coalition for Healthcare Communication Executive Director John Kamp. “This industry is changing before our very eyes – mostly for the better – because companies and their agencies are using data and intelligence to promote the most effective messages in the most effective media directed at the most important audiences,” Kamp said.
For the full article, go to: http://beyondthepill.medivo.com/2012/06/marketers-continue-trimming-dtc-advertising-in-first-quarter/