Direct To Consumer Advertising (DTCA)

Every year, drug companies spend 100s of millions of dollars on advertising alone, often exceeding expenditures on research and development (Wilkes et al, 2000). Compared to other industries, it is significantly reliant on promotional expenditures, often amounting to 20-30% of sales. Traditionally, promotional efforts for prescription medication were targeted exclusively to physicians, but the industry’s … Read more