Direct-to-consumer branding — the US perspective

Abstract

In the early 1990s, direct-to-consumer (DTC) advertising in the USA was the luxury of the rich — the big brands that had the funding and the volume of patients or prospects to justify mass consumer spending over and above professional promotion. Those mass brands, in broad-reaching chronic care categories such as allergy, cardiology and metabolics as well as quality of life categories such as hair loss, developed an expertise in reaching and motivating their best prospects to request and even demand their drug.