What Happened to Pharma’s DTC Visionaries? Understanding Today’s Dull Ads
World of DTC Marketing
JUNE 8, 2025
Direct-to-consumer (DTC) pharma marketing once burst onto the scene with bold creativity, powerful storytelling, and game-changing blockbuster drugs. The first wave of DTC ads—think Pfizer’s Lipitor or Merck’s Vioxx—captivated audiences, defined brands, and revolutionized patient engagement. Fast forward to today, and the once vibrant DTC landscape seems filled with predictable, generic, and overwhelmingly forgettable commercials.
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