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  Studies have consistently shown that direct-to-consumer (DTC) advertisement is an effective marketing tool that can result in increased prescription sales. But, in order for DTC to be successful in the long-run, the American public needs to be able to trust the information provided to them through DTC advertising. Equally important, DTC advertisement must be developed in a way that is seen as positive and constructive by healthcare providers. A Common Vision, A Common Goal We envision that the next generation of DTC advertising will be developed by the pharmaceutical industry working with medical and consumer groups. These programs will be specifically designed to improve public health while also meeting industry needs. A mutual commitment to opening our minds to new ideas, new relationships, and new potentials for DTC can lead us to identify areas in which we agree. Finding opportunities to work together will only serve to enhance our goals toward a respective and collective self-interest. The EthicAd Proposal So, how do we get there? It will only work through collaboration. |
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