Consumer marketers more confident: survey

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The economy might be retrenching and consumers souring, but consumer marketers are feeling more confident, according to a survey by Cegedim Dendrite which found that four in 10 expect DTC spend to increase in 2010.

Nearly three-quarters of those surveyed said spending would hold steady or increase, a big jump over last year's 43%, with 41% anticipating increased spending. Of that 41% nearly half said the increase will come from more funds allocated to direct-to-patient (DTP) programs.

Among those anticipating decreased spending, half said funds would be shifted to different programs and 19% cited a shift to targeted DTP.
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