Lester Wunderman is credited with being the driving force behind direct marketing as it is known today, with his theories an integral part of the product promotion mix for today’s pharma direct marketers.
The stage is set for grantors and providers to continue evolving the quality of programming and their compliance with regulation during the next 40 years.
After a period of soul-searching, a renewed commitment to self-regulation and a plague of doctors in TV ads, DTC seems to have survived the fallout from the Vioxx withdrawal handily.
Claritin, approved in 1993 and launching DTC in 1995, wasn’t the first big brand advertised to consumers, but it was the first really huge spender of the broadcast DTC era.