SUMMARY:

• TV continues to be the dominant channel for DTC advertising.
• Some of the TV spots for drugs are horrible, and some products should even be on TV because of terrible fair balance.
• TV ads only drive awareness as the first step for online health seekers. More conversations are happening on social media, and pharma seems to be immune to the conversations.
• One of the reasons for such bad TV is the lack of talent within DTC marketing.
• Agencies are equally responsible for bad DTC TV.