Most Recent Articles by Larry Dobrow
"Some people wake up in the middle of the night worrying about business," Kevin Sayer says. But when he wakes up he can't sleep because he's so excited!
DTC pharma advertising works—ask anyone. But over the years, its effectiveness has been blunted by FDA requirements that, marketers claim, befog rather than clarify. Larry Dobrow surveys the DTC landscape in the wake of the FDA's new—and some say revolutionary—guidance for communicating risk information in print ads
Below, a review of last year's 10 best DTC ads, excerpted from MM&M's April cover story, "DTC Report: DTC Unbound," which will be viewable online on Wednesday, March 25. Mary Skoyles reports
Nielsen data shows pharma spent $4.5 billion on DTC ads last year.
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The 2015 healthcare agency questionnaire, for firms hoping to be featured in the Top 100 Agencies issue, is live. Click here to be considered.