A new survey finds that 61 percent of pharma execs express “some degree of satisfaction” with the return on investment generated by their direct-to-consumer ads. Conversely, 20 percent are dissatisfied. Meanwhile, 62 percent feel that new “Vioxx-inspired” practices, such as using medical spokespeeople, helped achieve a better balance of risks and benefits compared to two years ago.

“The practices put in place after the Vioxx hearings improved the perception of DTC advertising among both consumers and pharmaceutical executives,” says Morris Whitcup, who heads the pharmal research practice at Guideline, which conducted the survey. “DTC advertising remains a key part of the marketing mix, although it will continue to be challenged by the emergence of new media and technology.”

The survey also finds that 58 percent of consumers use the Internet to find information about diseases and medicines, while 42 percent rely on commercials or ads in publications. That will continue to change, of course. In fact, more than 30 percent of industry execs already see new technologies and media, such as opt-in CRM, on-demand video, podcasts, and mobile and satellite radio as important channels.

The firm will hold a webinar next week with a Novartis exec and someone from GSW Worldwide, the ad agency, to chat more about the results. Here are the details and a press release with a little more survey data. Those who tune in may want to ask about legislative efforts aimed at curbing DTC ads.[tags]DTC Advertising[/tags]