Overview

Over the past decade, the world of pharmaceutical communications has changed significantly.  In the late 1990s, drug companies spent hundreds of millions of dollars on direct-to-consumer (DTC) advertisements that made drugs like Viagra and Prilosec household names. 

Today, the threat of government regulation and widespread criticism has forced the industry to change its marketing tactics.  Drug companies are currently shifting marketing dollars from product promotion to education.

Readers of this 27-page report will learn:  

• How pharmaceutical communications (advertising and public relations) has evolved since the Civil War

• How the US government and the pharmaceutical industry have responded to healthcare consumers' demand for more information about diseases and medications

• How drug firms are currently conducting DTC marketing activities (i.e., more education and public relations) in the United States via case studies and analysis

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