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The Outlook For Direct-To-Consumer Marketing: Maximizing The Return On Your Investment
Business Insights, June 2002
The Outlook for Direct-to-Consumer Marketing: Maximizing the return on your investment is a comprehensive and in-depth analysis of direct-to-consumer (DTC) marketing.
The report focuses on key issues in DTC marketing that have emerged since the FDA relaxed its guidelines on broadcast advertising. Principally, the difficulties of measuring return on investment (ROI) for DTC marketing are analyzed and the report offers recommendations for optimizing companies' investment.
Additionally, while DTC marketing is prohibited in Europe, the report probes the chances of its legalization in the future, based on analysis of key drivers and resistors. The DTC marketing strategies that pharmaceutical companies can already employ to gain a competitive advantage in Europe without breaking the law are also examined.
Finally, the report projects future DTC marketing spend to 2007.
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