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There's been a lot of talk in  articles and blogs on the eyeforpharma site of late about the perils and diminishing value of DTC advertising for pharma.

There's been a lot of talk in  articles and blogs on the eyeforpharma site of late about the perils and diminishing value of DTC advertising for pharma. The general take from most participating in the conversation seems to have been that the cost of DTC simply doesn't add up when you consider the returns being seen by the industry.

But as she always does, Andree Bates has offered some keen insight that has me re-thinking the issue.  And although I'm still not thoroughly convinced that DTC is anything near what many have it cracked up to be, Andree has some great points for ensuring our DTC spend pays off.

What I admire most about Andree is her unique ability to examine closely what's always worked and reinvent it for the future. DTC still has power, shes says, but it's being "squandered with poor timing, a lack of planning, and an inability to see past traditional media."

Maybe she's right.  Maybe some of us are writing off DTC without a fair eye toward reinventing it.

Andree argues that "DTC can still power a brand forward" and "brand launch can be a rousing success with the help of DTC."  What do you think?  Is she on to something?

As always, we'd welcome your voice to the conversation.