DD Support Board and Research Team

[sunspotter]

I was involved with one of the most heavily advertised Pharma brands at the turn of the century.

We calculated that for every $1 spent on TV advertising we got $3-5 back. Not too shabby.

The exception was the campaign for Xenical (orlistat) (not one of my company’s drugs, thankfully). The so-called “fair balance” statement at the end presented a couple of side effects which actually caused the sales to go down.

I suspect the RoI on TV advertising is much lower nowadays, if only because of media fragmentation.