Pharma and healthcare marketing is one of the biggest categories in US ad spending, and pharma alone recently surpassed tech to become the second largest ad category in the US, according to data from SMI. As one of only two countries that allows direct-to consumer (DTC) advertising of prescription drugs – in the hopes that patients will request the brand being advertised when they go to the doctor – the US is blanketed with ads promoting drugs to ameliorate all kinds of conditions. The category’s big spending means brands are king, but the category’s heavy regulation –...
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