and suggest policy to FDA, the final outcome as of this printing (November 2009) is still unknown. Throughout the convoluted and often controversial history of DTC advertising, the industry has grown savvier and smarter about both consumer communications and regulatory boundaries. Many brands have become outstanding successes based on the demand-side stimulation of DTC, while a good number also have failed for any number of reasons. The challenges of creating an effective platform, media mix, spend level and message flow are many: it takes keen consumer insight, relevant strategies, and effective targeting to be able to properly stimulate demand for prescription drugs. Much has been learned over the past two decades, and the lessons of this experience bode well for the future of DTC advertising. While some agree with Roche Pharmaceutical CEO William Burns that consumer advertising "was the single worst decision for the industry," others see it continuing to evolve into a valuable source of information for consumers and a valuable marketing tool for industry. ^
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