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Big Pharma Continues to Rely on Marketing to Consumers

Executive Summary

DTC advertising for prescription drugs is alive and well. Companies spent $2.16 billion through the end of October 2002--$216 million per month--a 4.4% increase over the monthly industry spend rate from 2001. In a year characterized by belt-tightening decisions, this step-up in spending reflects just how crucial it is for pharmaceuticals to steer consumers towards high-margin drugs.

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