However, in August 1997, the FDA relaxed the regulations governing the use
 

 
and nature of DTC promotion within ethical pharmaceutical marketing strategies
 

 
in the US. Today, US patients are targeted with product specific information
 

 
and prompted take a more active role in the prescribing process.

 

 
Encouraged by the example of the FDA, supporters of DTC advertising are exerting
 

 
increasing pressure on European authorities to relax their ban on DTC marketing
 

 
in Europe.

The evolution of DTC marketing across key pharmaceutical markets gauges
 

 
the global development of DTC marketing by analyzing the reality of DTC marketing
 

 
in the US and assessing the likelihood of cultural and formal acceptance of
 

 
DTC marketing in other major markets.

One stop shop :

 

 
The national and international implications for healthcare professionals, providers
 

 
and patients are analyzed using detailed data, case studies and insightful opinion
 

 
to give a clear picture of the current and future role of DTC marketing.

Global issues :

 

 
The suitability of DTC marketing to different therapy areas and healthcare systems
 

 
is discussed along with the commercial implications to companies in Europe and
 

 
the US.

The potential for DTC in Europe :

 

 
The likelihood of a change in the European DTC marketing regulations is considered,
 

 
alongside the implications for providers and receivers of healthcare in Europe
 

 

Strategic DTC decisions :

 

 
The benefits and disadvantages of electronic, television and print DTC marketing
 

 
are identified, and the optimal strategies for the use of DTC marketing through
 

 
the product life cycle are pinpointed