Drug marketers are increasingly experimenting with targeted ad buys on mobile and cable television, in-application video and within gaming environments, but spending on digital media remains low in comparison to spending on magazine, television and radio ads. "The biggest statement on DTC is that we're still misaligned with where people are needing our information," said A.J. Triano, vice president of connected health at inVentiv Health's Palio+Ignite. Many consumers are using mobile devices to search for health care information, and the industry is "drastically overspending on print and TV, and underutilizing the mediums where people are looking and paying attention," Triano said.

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