The Changing Landscape of DTC Spending in Pharma

Sharon Suchotliff and Hensley Evans

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DTC investment declined 4.7% between 2016 and 2017, the first decline since 2011. Yet despite the overall decline, TV’s share of DTC spending continues to climb, accounting for more than 70% of DTC investment in 2017. These shifts in DTC signal direct-to-consumer spending is headed into a state of flux, with continued change and volatility expected in the coming years.

Read the article to learn more about the key drivers for this shift and its implications for marketers.

About the Experts

Sharon Suchotliff is a manager in ZS’s New York office. She has 15 years of marketing communications experience across a broad range of categories, from fashion and lifestyle to pharma and healthcare. At ZS, she focuses on patient centricity and helping organizations incorporate the patient voice in development through commercialization.

Hensley Evans is a principal in ZS’s New York office and is the leader of ZS’s consumer and patient marketing practice. Hensley has worked with many of the world’s top healthcare, biopharmaceutical and consumer packaged goods brands to offer strategic direction and insight.