In the vast, complex healthcare universe, pharma companies have remarkable power and responsibility. They spearhead innovations in medicine, investing in the research and development that drives forward our fight against illness and disease. Yet, a controversial aspect of the industry’s modus operandi is drawing increasingly critical scrutiny: Direct-to-Consumer (DTC) advertising. This model, predominantly practiced in the United States and New Zealand, is proving ineffectual in many ways and a staggering waste of resources. Here’s why.