For all the digital and interactive tools that keep popping up, television remains the DTC marketer’s old reliable.

In addition to increased scrutiny on appropriate tone and message in light of social distancing and stay-at-home mandates, tactically, we’re already seeing the impact with brands like Linzess reinforcing telemedicine opportunities by shifting their tagline to “You may be able to talk to your doctor about your symptoms online.”

With impeachment behind us and the elections looming, both parties are focused on healthcare, the policy topic of greatest concern to voters. More specifically, they are focused on lowering the cost of prescription drugs.

HHS announced its new price transparency rules for direct-to-consumer TV ads. Now the industry has to sort out what to do about them.