There are a lot of hot topics these days in the pharma world. Does the sluggish economy mean the end of big pharma? Are the days of the big brand over? What’s going to be the next big thing? Biotech? Combo pharma/devices? It’s anyone’s guess.

There’s no topic, though, that seems to be getting as much press as the big question of DTC advertising. Everyone wants to know if the days of DTC are over. I was recently asked to comment on this very topic for one of our well know trade publications.

No matter what your opinion is of DTC advertising, it’s difficult to argue the point of whether or not it works. It works.

But will it keep working? Only time will tell. I think for the big conditions DTC will grow. For the rarer, less known conditions, product managers will have a harder time getting the budget dollars for mass marketing. They’ll need to go to a more targeted approach.

That means more insomnia ads, and less ads for Seasonal Affective Disorder. When the budgets cut come (and I think they will) the smart marketers will turn their attention squarely to the web to reach their patients. The less common the condition, the better the content needs to be.

So are the glory days over? Maybe for some folks, but not for others. After all, who can sleep when gas is over $4 a gallon and eating a tomato could kill you?