Spend $110 million for $76 million in sales?

Mar/25/2007 03:03 Filed in: Current DTC
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Have to hand to the folks at Takeda. Rozerem, in 2006, spent $110 million in DTC and only managed to get a 2% market share. The agency that developed the spots continues to beat their chests like they are proud of the Lincoln-beaver campaign but believe me they need to get shown the door and someone needs to lock it to ensure that AT is not let back in !



We need more accountability from DTC marketers if DTC advertising is going to continue to get funded at the $100 million level. The goal of DTC is after all to drive share but the execution is usually the responsibility of middle management. How a marketing manager could not throw their agency out the door when they pitched these spots is beyond me. They don't focus on the product differentiation (the first product that you can't get hooked on) and somewhere there is someone who believes that people understand that Lincoln represents honesty and the beaver hard work.


This is a prime example of wasted money and REALLY bad advertising. $110 million and only $76 million in sales..sound like the same accountability we have with the claim of weapons of mass destruction in Iraq.

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