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I undertook some consultancy work for a large PI firm relatively recently who decided to stop their annual CMC spend of £1m or so, and use that budget for direct advertising instead.

The resultant figures showed a clear, and expected, initial drop in case numbers, but over the year their total caseload was only fractionally down.

Of course, their monthly volumes were not as controllable, but they coped with that issue.

The second year, of course, saw an increase, despite them spending less