{"id":7241,"date":"2009-01-30T12:06:00","date_gmt":"2009-01-30T12:06:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/which-way-will-dtc-wind-blow\/"},"modified":"2019-02-21T01:23:50","modified_gmt":"2019-02-21T01:23:50","slug":"which-way-will-dtc-wind-blow","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/which-way-will-dtc-wind-blow\/","title":{"rendered":"Which Way Will DTC Wind Blow?"},"content":{"rendered":"<p><a onblur=\"try {parent.deselectBloggerImageGracefully();} catch(e) {}\" href=\"http:\/\/3.bp.blogspot.com\/_ZiPiXEv_Q_g\/SYMCxaZoawI\/AAAAAAAACOQ\/G-g8X2ufx2Y\/s1600-h\/DTC-storm.jpg\"><img decoding=\"async\" style=\"margin: 0pt 10px 10px 0pt; float: left; cursor: pointer; width: 217px; height: 239px;\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2009\/01\/DTC-storm.jpg\" alt=\"\" id=\"BLOGGER_PHOTO_ID_5297080634641509122\" border=\"0\" \/><\/a>I love Fridays! It&#8217;s the day when I get to read a new post by Bob Ehrlich, fellow blogger and Chairman of DTC Perspectives. Sometimes, I am honored that Bob mentions me by name as he did last week when we debated the definition of the word &#8220;decimate&#8221; as it applies to direct-to-consumer (DTC) ad spending (see <a href=\"http:\/\/dtcperspectives.com\/blog\/?p=110\">here<\/a>).<\/p>\n<p>[I just wish that Bob would link out from his blog to the relevant post in my blog so that his readers can see exactly what I said in context. Oh well, you can&#8217;t have it all. Sigh!]<\/p>\n<p>This week, Bob takes on the issue on DTC&#8217;s impact in general and broadcast\/mass media DTC in particular. I have discussed this issue many times and I believe Bob was thinking of me when he said &#8220;The long term viability of DTC effectiveness is under debate among industry watchers, particularly the use of mass media.&#8221; I forgive him for not mentioning me by name because I too have also referred to him without mentioning his name (see &#8220;<a href=\"http:\/\/pharma-mkting.com\/blog\/2009\/01\/dtc-spending-will-be-decimated-in-2009.html\">DTC Spending Will Be Decimated in 2009, Experts Say<\/a>&#8220;).<\/p>\n<p>[BTW, Bob is not the ONLY expert who predicts that DTC spending will be &#8220;decimated&#8221; (or worse) in 2009. For more on that, see the January, 2009 Pharma Marketing News article &#8220;<a href=\"http:\/\/www.news.pharma-mkting.com\/pmn81-article01.htm\">The Future of DTC Advertising<\/a>.&#8221; You can get this article FREE if you are a subscriber (<a href=\"http:\/\/ui.constantcontact.com\/d.jsp?m=1101160195897&amp;p=oi\">subscribe here<\/a>).]<\/p>\n<p>Bob cites yet ANOTHER study that claims that DTC advertising is losing its &#8220;punch.&#8221; He mentions an MSNBC article and the study, but does not provide the links. Here they are &#8212; MSNBC report: &#8220;<a href=\"http:\/\/www.forums.pharma-mkting.com\/showthread.php?t=9149\">Direct-to-consumer drug ads losing their punch<\/a>&#8220;; The study itself: &#8220;<a href=\"http:\/\/www.annfammed.org\/cgi\/reprint\/7\/1\/41\">Lack of Impact of Direct-to-Consumer Advertising on the Physician-Patient Encounter in Primary Care: A SNOCAP Report<\/a>&#8220;.<\/p>\n<p>The study&#8217;s results are summarized in the abstract:<\/p>\n<p>&#8220;One hundred sixty-eight clinicians in 22 practices completed forms after 1,647 patient encounters. In 58 encounters (3.5%), the patient inquired about a specific new prescription medication. Community health center patients made fewer inquiries than private practice patients (1.7% vs 7.2%, P<\/p>\n","protected":false},"excerpt":{"rendered":"<p>I love Fridays! It&#8217;s the day when I get to read a new post by Bob Ehrlich, fellow blogger and Chairman of DTC Perspectives. Sometimes, I am honored that Bob mentions me by name as he did last week when we debated the definition of the word &#8220;decimate&#8221; as it applies to direct-to-consumer (DTC) ad [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":9134,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12],"tags":[138,86,996,527,254],"topic":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Which Way Will DTC Wind Blow? - Pharma Marketing Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/which-way-will-dtc-wind-blow\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Which Way Will DTC Wind Blow? - Pharma Marketing Network\" \/>\n<meta property=\"og:description\" content=\"I love Fridays! It&#8217;s the day when I get to read a new post by Bob Ehrlich, fellow blogger and Chairman of DTC Perspectives. 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