http://harvardscience.harvard.edu/stories/person/5918 Stories and external links referencing a person (RSS) en http://harvardscience.harvard.edu/animal-vegetable-mineral/articles/value-direct-consumer-drug-advertising-oversold-study-finds <!--paging_filter--><p>Direct-to-consumer advertising may not be giving big pharma such a big bang for their five billion bucks after all. Despite the billions spent on bringing drug marketing campaigns straight into patients’ living rooms, such strategies have a modest effect at best—and in some cases, no effect at all.</p><p>“People tend to think that if direct-to-consumer advertising wasn’t effective, pharma wouldn’t be doing it,” says Harvard Medical School professor <a title="" href="http://harvardscience.harvard.edu/directory/researchers/stephen-soumerai">Stephen Soumerai</a>, principal investigator on the study. “But as it turns out, decisions to market directly to consumers is based on scant data.”</p><p><a href="http://harvardscience.harvard.edu/animal-vegetable-mineral/articles/value-direct-consumer-drug-advertising-oversold-study-finds">read more</a></p> Tue, 02 Sep 2008 13:00:58 -0400 404132862 20386 at http://harvardscience.harvard.edu