Web thrives as DTC platform

Levitra, Zyrtec and Zoloft are practically household words thanks to the flood of direct-to-consumer TV and print ads from pharmaceutical companies. But do consumers really understand the ads? The Food and Drug Administration recently decided to survey consumers to determine whether 30-second TV ads sufficiently convey enough product-risk information and if multi-page magazine inserts are too full of off-putting medical jargon.