Getting a drug through today's rigorous and costly development and regulatory processes – a 2014 Tufts study estimated more than a decade and $2.6 billion in expenses – might seem like the endgame. But the next step, getting that drug into the hands of doctors and patients, is just as crucial, and that's where a successful direct-to-consumer (DTC) marketing campaign could make the difference between a market leader and an also-ran.