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Reconfiguring DTC with Patient Behavior in Mind

Executive Summary

While DTC ads work when the end consumer is an able judge of product performance, as with medications for seasonal allergies, sexual dysfunction, or hair loss, they don't work nearly as well for asymptomatic illnesses. For these conditions, DTC may help increase patient acquisition and trial, but often fails to improve long-term use, thus under-performing both clinical expectations for patients and financial expectations for manufacturers. Optimal DTC programs should integrate patient acquisition strategies with direct-to-patient support strategies such as, disease-state web sites, refill reminder programs, and financial incentives able to drive ongoing product use.

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