On BrandweekNRX is a fascinating post on the disdain European pharmaceutical executives have for direct to patient (DCT) pharma advertising. On UK executive even said "that American drug advertising was regarded as so excessive in the UK that it had actually nixed the chances of UK drug companies being allowed to conduct similar promotions."
And the post started with a link to Question Authority with Dr Peter Rost which cited a commentary in a left-wing Swedish newspaper in which a Swedish Pfizer executive called DTC advertising "a bad model for Sweden."
So why do American pharma executives swear by DTC advertising? Are they dumber than their European counterparts, or are American consumers more gullible than European consumers?
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