Pharma sought safe havens for DTC in ’09 – Medical Marketing and Media

Pharma sought safe havens for DTC in ’09 – Medical Marketing and Media.  MM&M coverage of latest TNS data on DTC spending.  Summary:   Expected to be down 9% for the year (keeping the trend of first 3 quarters).  Shift largely due to less TV advertising and more focus on which brands get DTC promotional dollars.  Downward shift towards conservative spending may continue in 2010.