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The pharma industry was spoiled. Back in the early days of DTC advertising, the industry had a unique opportunity that had been available to few industries before it: The chance to really measure the absolute ROI of its advertising. There had been no direct-to-consumer advertising in the industry previously, so with the first television commercial, one got to see the direct impact that commercial had on the sales. Not surprisingly, the return on investment for DTC advertising was quickly established across the industry. Better yet, one could test certain markets by running print, television, or radio campaigns in select markets across the country, then watching which combination produced the biggest return.
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