Which pharmaceutical company pioneered direct-to-consumer (DTC) advertising in the US with its 1997 TV campaign, fundamentally changing pharmaceutical brand strategy?

The pharmaceutical industry invests billions in brand strategy and marketing each year. Beyond creating effective medicines, pharmaceutical companies must navigate complex branding challenges including regulatory constraints, physician and patient education, and building trust. This poll tests your knowledge of a groundbreaking brand strategy that changed how prescription medications are marketed to consumers.

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Pfizer with Lipitor (atorvastatin)
Schering-Plough with Claritin (loratadine)
Eli Lilly with Prozac (fluoxetine)
GlaxoSmithKline with Paxil (paroxetine)