Spending on direct-to-consumer advertising of prescription drugs in 1998 eclipsed the total spent in 1997 by almost $300 million, according to healthcare consultancy Scott-Levin, Newtown, PA. Last year, pharmaceutical companies spent $1.3 billion on DTC ads– which are mostly direct response — compared with $1 billion in 1997.
Part of this dramatic increase in expenditures can be attributed to the 57 new ad campaigns unveiled last year.
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