Selling medicines carefully

While DTC advertising is big business in the US, it is yet to gain favour in most parts of world

It is now 20 years since the US Food and Drug Administration allowed direct-to-consumer advertising of prescription medication. This sector, known as DTC, has been the fastest growing sector in mass media advertising over the last decade and has been a heaven-sent blessing to beleaguered ad agency networks. Blockbuster drugs like Viagra and Cialis have all had huge media budgets, asking patients to “ask your physician” about the brand.
 
While DTC advertising is big business in the US, it is yet to gain favour in most other parts of the world.
 
Ethical marketing or what is known as