Budget

Pharma spending on consumer advertising was largely flat in 2009, rising 1.9% to $4.5 billion over 2008 spend, according to data from The Nielsen Company. That's good news for media companies, suggesting that spending has hit bottom following two years of steep declines.

In an age of accountability, where every dollar counts, Deborah Dick-Rath talks to industry insiders about how they can make a measurable difference in their marketing mix