According to the Coalition for Healthcare Communication “A recent study released by the National Bureau of Economic Research (NBER) states that although consumer-directed drug promotion increases utilization and thus overall drug costs, it also helps to educate consumers, induce physician contact and promote adherence.” In other words those who believe DTC ads drive patients for drugs they don’t need may not be 100% correct about the value and impact of DTC ads.
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The new currency today is time. The reason that so many people are using their smart phones and tablets is to try and keep up with everything that's happening online. More and more brands believe that they need great content and in some cases that may be true, but the truth is that most consumers could care less about your content unless it's personally relevant to their needs at that time.