Pharma’s investment in direct-to-consumer (DTC) advertising has increased steadily over the last few years and with that the allocation of spend towards TV advertising has been even greater. In fact, 70% of DTC investment was in TV last year, which is more than any other time in history.

But why? Here are three key drivers that help explain this growth: 

• Consistent growth in consumer media consumption
• An increasingly competitive pharmaceutical environment
• New investment in advertising specialty medications

Read the article for insight into DTC advertising trends and best practices for your DTC budgeting decisions.