TITLE

New venture aims to measure effectiveness of DTC drug work

AUTHOR(S)
Goetzl, David
PUB. DATE
May 2000
SOURCE
Advertising Age;5/29/2000, Vol. 71 Issue 23, p16
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Discusses how pharmaceutical companies are trying to gauge the effectiveness of direct-to-consumer (DTC) advertising. The combined effort of Information Resources Inc. and Rx Remedy Information Services to produce Behavior Scan Rx, which will determine the efficacy of DTC ads; How Behavior Scan Rx will work; Potential value of the system to ad agencies; How DTC ads for drugs have boomed since the Food & Drug Administration relaxed its ad standards.
ACCESSION #
3154556

 

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