Healthy Skepticism Library item: 17302

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Report

DTC at the Crossroads: A 'Direct' Hit or Miss?
ims 2010
http://www.imshealth.com/vgn/images/portal/cit_40000873/15/35/58020533DTCBrochure092204.pdf

Full text:

DTC is a key component of many promotional strategies, but does it deliver positive returns? IMS offers the definitive answer to this question with the industry’s most recent and comprehensive study of DTC effectiveness. Whether you’re introducing a campaign to support a product launch, adjusting a current campaign, or need to justify DTC spending to senior management, the attached report offers valuable insight to:

What type of returns can – and should – be expected
Which factors influence ROI
How to squeeze more out of current programs
When to implement DTC given various market and brand dynamics

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...to influence multinational corporations effectively, the efforts of governments will have to be complemented by others, notably the many voluntary organisations that have shown they can effectively represent societyâ€™s public-health interestsâ€¦
A small group known as Healthy Skepticism; formerly the Medical Lobby for Appropriate Marketing) has consistently and insistently drawn the attention of producers to promotional malpractice, calling for (and often securing) correction. These organisations [Healthy Skepticism, MÃ©decins Sans FrontiÃ¨res and Health Action International] are small, but they are capable; they bear malice towards no one, and they are inscrutably honest. If industry is indeed persuaded to face up to its social responsibilities in the coming years it may well be because of these associations and others like them.
- Dukes MN. Accountability of the pharmaceutical industry. Lancet. 2002 Nov 23; 360(9346)1682-4.