DTC ad spending expected to top $2B

Article Abstract:

A report from Newtown, PA-based marketing consultancy Scott-Levin indicates that spending on direct-to-consumer ads for prescription drugs by pharmaceutical manufacturers is on track to surpass $2 billion in 2000. The figure represents a record-breaking milestone. According to the study drug makers have already spent $946 million from Jan 2000 through Apr 2000, compared to $597 million during the same period in 1999. Part of the increase is due to six brand new advertising campaigns launched in 2000.

Ethical Preparations

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Simplicity brings success for Merck-Medco mailer

Article Abstract:

Merck-Medco's no-flash approach in a direct mail campaign to promote the use of generic medicines has garnered more than 20% response among doctors. The company is encouraging the use of generic drigs by offering doctors mail-order samples thrpigh a direct marketing campaign, called Generics First. Each mailer, sent in a standard window envelope, contained a request form, a reply envelope and a short letter from Merck-Medco vice president detailing the program and providing instructions.

Generic Drugs, Merck-Medco

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Shaman seeks healthy results in DRTV

Article Abstract:

Shaman Pharmaceuticals has launched a direct response television campaign using a no-risk trial offer to promote its anti-diarrhea treatment and build a base of repeat customers. The infomercials ran on WJAL in Chambersburg, PA; WGTW, WTVE and WPHL in Philadelphia and lcoal cable stations in Santa Barbara, CA. The ad highlighted testimonials from NSF-IB tablet users and several physicians who explained how the product works.

Vitamin, Nutrient & Hematinic Preps, Shaman Pharmaceuticals

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