Loss Of Ad Efficacy Isn't One Of The Side Effects

With the recall of Vioxx and other medications amid concerns about side effects, you might think people would be more wary of direct-to-consumer (DTC) ads that promote such drugs. After all, Americans seemed eager to think ill of the pharmaceutical industry even when they thought its products worked just fine. However, a survey by Ipsos PharmTrends finds no dramatic downturn in the effectiveness of DTC advertising. Rather, it documents a continuation of what was already a gradual decline in the impact of such ads.