Side effects of reading this might include… What does over $5 billion in DTC ad spending get drug makers these day? Answer: Confused patients. InCrowd surveyed 319 US physicians to gauge their views on patient understanding of DTC ads. 65% of the surveyed MDs said their patients do not generally understand info given in pharmaceutical ads. Only a measly 13% of docs said “most of my patients can interpret/understand” these ads. Brand managers won’t be jumping for joy over these stats. While one-third of physicians would like to ban the ads completely, the other two-thirds think the ads should be improved. InsightCity would like to heartily congratulate any company that keeps the list of disclaimers under one minute.