DTC Use By Pharma May Increase Due To Sales Force Cuts, Study Suggests
Sales force reductions may force pharmaceutical companies to increase use of direct-to-consumer advertising to drive revenues, according to a report by the market research group Guideline
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Following its restructuring, Pfizer's in-house manufacturing capacity will support approximately $48 billion in sales
As industry continues to implement PhRMA's guidelines on direct-to-consumer ads, debate has arisen as to how companies can effectively enact the principle that advertising should encourage a conversation between patient and physician
Direct-to-consumer branded advertisements are more effective in motivating patients to visit their doctors than disease awareness ads, Pfizer President-U.S. Pharmaceuticals Patrick Kelly said Nov. 1