I just read an interesting article on the DTC Perspectives site this morning discussing common disconnects between "DTC" and "professional/physician" marketing campaigns. These campaigns are typically marketed by distinct internal pharma divisions, however the article points out several benefits that can be achieved through the use of a more integrated approach.
Most significant of these benefits was the potential for DTC marketing to influence physician long-term prescribing behavior via exposure to patient drug recommendations/preferences. The article advocates a more "connected" approach to DTC/DTP marketing with additional care taken to maintain the brand image across the different marketing programs in order to maximize cross-promotional effects.
It's a good read - take a look.
Avoiding Disconnected DTC