Despite pressure from all angles for stricter limits on prescription drug ads, the industry continues to expend billions on their campaigns. Sky-high spending has been continuously increasing over the past few years; surpassing the $5 billion mark this year. It is estimated that one quarter of this $5.2B came from five campaigns: Humira, Lyrica, Eliquis, Cialis, and Xeljanz. According to DTC Perspectives CEO and Chairman Bob Ehrlich, “there’s no doubt that [direct-to-consumer advertising] is now seen as almost a must-do for a drug that wants to be big”.
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