To understand where DTC advertising should be heading, check out this article featuring several “entertaining” DTC ads: New DTC Marketing: Bringing our true customers along on our quest. As you read the article, consider the following questions:
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Why did the biopharmaceutical industry traditionally target only sick people with their marketing campaigns, and why was this approach flawed?
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How did the advertisements by Eli Lilly and Pfizer represent a shift in how the biopharmaceutical industry communicates with the public? What aspects of these campaigns do you find most effective?
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The article mentions the importance of storytelling in engaging the public. Can you think of other examples of storytelling being used in marketing campaigns? How can storytelling be effective in promoting a product or an idea?