One of the hottest DTC categories is atrial fibrillation. Pradaxa, Xarelto, and Eliquis are fighting for share in this new category. These drugs are fighting to replace warfarin, a drug that thins blood but requires frequent monitoring to make sure the levels are correct. For elderly people, going to the doctor frequently to get a […]
Tag Archives | DTC Spending
By Bob Ehrlich
November 12, 2013
Obamacare Means Opportunity in DTC
When one cuts through the early problems of Obamacare implementation, it is clear that there are many opportunities for DTC advertisers now and in the future. Implementation issues aside, we can expect millions of Americans to be added to the insured roles. That means more people will be getting drug reimbursement and more taking drugs […]
By Bob Ehrlich
October 11, 2013
DTC Spending Stable in 2013
Based on first half?spending,?DTC?advertisers seem to be?spending?about the same as the first half of 2012. Kantar Media reports?spending?was $1.8 billion versus $1.7 a year ago. After a very weak 2012 with double digit declines, it looks like?2013?will not see negative numbers. The reasons for stabilization are new brands doing heavy?DTC. Toviaz and Xarelto were new […]
