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Citing the strategy of Sepracor in marketing their new insomnia drug, they noted that they spent nearly $70M on the initial campaign. However, a rival maker was committing no money to TV ads. Their market research had determined that the market wasn't growing and the money would be better spent targeting the doctors who prescribe the drugs. While a pitch to the individual may result in a request at the doctor's office for a particular drug, the doctor has final say in the process, so this new strategy on the surface appears to make sense. Only time will tell if it is effective.
Another major factor in the realignment of advertising dollars is the absence of a major new drug offering that targets a major segment of the population like Lipitor or Viagra...
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