Talking about what others are afraid to say
For decades, television has been the undisputed king of pharma direct-to-consumer (DTC) advertising. It delivers reach, drives awareness, and remains one of the fastest ways to put a brand name …
Pharma DTC Marketers Need to Fall Out of Love With TV Read More
In September 2025, the FDA cracked down on deceptive prescription drug advertising on digital platforms. Predictably, many pharmaceutical marketers interpreted the action as a warning about digital channels rather than …
Pharma’s TV Ad Misstep: Why Digital Matters More Read More
Turn on any major network, and brace yourself for an overwhelming barrage of prescription drug commercials—each one louder, longer, and more incessant than the last. In an industry that claims …
The Real Cost of Pharma’s TV Ad Spending Read More
Long-form advertising is growing because platforms reward engagement and audiences self-select depth. But is pharma structurally different due to low trust, high skepticism, and regulatory constraints to use long-form TV …
Should Pharma Follow the Long-Form TV Advertising Trend — or Will Lack Of Trust Kill It? Read More
DTC advertising saturation is creating patient fatigue and resentment, especially as prescription costs continue rising. Traditional TV-heavy strategies are delivering diminishing returns despite unchanged budgets. Pharma needs to shift toward …
Why Pharma Needs to Rethink DTC Advertising Strategies Read More
If pharma has a trust problem with patients, then continuing to over-index on DTC TV advertising is fighting with one hand tied behind its back. TV is a safe harbor. It’s predictable. But …
If Trust in Pharma Is Low, Why Are DTC Marketers Still Pouring Money into TV? Read More
Every time I talk with pharma marketers lately, the conversation quickly turns to AI. And I get it—AI can do a lot. It can crunch data we could never analyze …
AI Can Help Pharma Marketers—But Patients Want a Healthcare System That Sees Them as People, Not Data Points Read More
The FDA has been trying to get a handle on all those drug ads you see on TV, and for just as long, the pharmaceutical industry has been pushing back. …
It’s The FDA vs. Pharma On DTC TV Ads. We know Who Is Going To Win Read More