Direct-to-consumerads may be a questionable marketing strategy for drug companies. A studyappearing in the Sept. 2 online edition of the British Medical Journal examinedthree drugs. For two of the three, the ads showed no increase in related sales.Authors noted that for such ads to work, a chain of events, which can easilybreak down, needs to take place.

http://www.bmj.com/cgi/content/extract/337/sep02_1/a985