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DTC Advertising Under Pressure

Executive Summary

Direct to consumer advertising is a double-edged sword for pharma manufacturers: It boosts sales of their products, but it also leaves them vulnerable to negative public perception. In the eight years since the FDA first permitted DTC for durgs, the noted benefits have largely outweighed the potential for damage. But several factors are combining to shift the equation and now even proponents are clamoring for change. IN VIVO interviews industry experts to get their opinion of the current status and future direction of DTC.
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