There’s growing pressure on pharma’s direct-to-consumer (DTC) TV advertising. Costs are climbing. Patient trust is slipping. Regulators are sharpening their pencils. And the cultural tide is shifting as more people express frustration at the constant bombardment of prescription drug ads. On paper, it looks like the perfect storm that should cause pharma marketers to rethink…
On Tuesday, Trump signed a memorandum directing his administration to revive a decades-old policy that would sharply restrict prescription drug advertising on television. For pharma marketers, this headline probably caused a moment of alarm—TV is still a core channel for building awareness, particularly for high-profile brands. But here’s the reality: this move is unlikely to…
The cost of companies’ health insurance plans for employees is expected to jump by an average of 6.5 per cent in 2026, the most significant increase in 15 years, according to a report by Mercer. For people who buy health insurance on government exchanges, the median increase for 2026 is 18 per cent — more…
If you’re still citing 2021–2022 benchmarks to plan your DTC pharma budgets, you’re making decisions with yesterday’s map. In just 24 months, TV inventory changed, streaming exploded, rules tightened, cookies unraveled, and patient economics shifted. Here’s what’s new—and why any DTC data older than two years belongs in the recycling bin. 1) The spend and…