Direct-to-Consumer Advertising Becomes Targeted, Less Intrusive to Doctors

Host: Bruce Japsen Guest: David Kweskin When direct-to-consumer advertising of prescription drugs came on the scene a decade ago, such ads quickly proliferated the airwaves. But times have changed. David Kweskin, senior vice president and practice area leader of brand and communications at the market research firm TNS Healthcare, tells host Bruce Japsen of the Chicago Tribune how drug and medical product makers are changing the way they advertise their products directly to consumers. What does this mean for physicians?