The advent of Direct-to-Consumer (DTC) marketing has sparked both fascination and controversy. Proponents argue that it empowers patients with knowledge, fosters informed decision-making, and boosts medication adherence. However, skeptics raise concerns about its potential to promote unnecessary treatments and inflate healthcare costs. Amidst this debate, the pharmaceutical industry faces the challenge of substantiating the efficacy of DTC marketing and demonstrating its ability to achieve predefined goals.