Why the "sea of same"? A qualitative look at DTCA within the larger context of healthcare marketing.

After over two decades of direct-to-consumer pharmaceutical advertising (DTCA), the ads have changed very little, both within and over the years. One respondent in this exploratory study called it the "sea of same." To better understand why agency professionals, their pharmaceutical clients, and consumers operate in a "sea of same," in-depth interviews were conducted with nine advertising agency professionals who work on DTCA and health-advertising accounts. Respondents discussed the research, planning, and insight process that informed the strategy and subsequent DTCA tactics. Similar to students or coworkers who always sit in the same seat, DTCA ads exist in a defined comfort zone.