The Inflation Reduction Act (IRA) may have caused brands to rethink one of the immutable laws of pharma marketing.
Direct-to-consumer (DTC) advertising spending usually decreases in proportion to a drug’s life cycle. At what point that pull-back happens — either prior to patent expiry, or post-expiry but with expectations for lower return-on-investment (ROI) — typically depends on the drug and indication type, the payer mix and other factors.
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