Direct-to-Consumer Advertising

Pharmaceutical marketing has evolved in response to changing forces in the health care environment. Several parties now have a substantial interest in how and why specific pharmaceutical products are prescribed. In response, direct-to-consumer advertising (DTCA) of prescription drugs has gained considerable popularity. This paper reviews the DTCA marketing campai n designed and implemented by the Upjohn Company for Rogaine® (topical minoxidil). The actual and potential advantages and disadvantages of this new marketing strategy are identified and recommendations are made for future marketing efforts.