Yes, one of these fine days (years) Eisai will issue a press release that states:
Eisai Pharmaceuticals will commence a $100 million dollar direct to consumer advertising campaign for our partner, Arena Pharmaceuticals, featuring their new weight loss drug, Belviq. The campaign will be through BBDO Worldwide advertising agency commencing on January 1, 2014. Five Hollywood personalities are presently being interviewed for spokesperson to represent our campaign focus. DON'T HOLD YOUR BREATH!
Agree, but remember until the FDA release the brakes, DTC cannot begin. But I am willing to bet that Eisai is discussing this with the FDA since they have reached out either by the Eisai Sales Reps, Webcasts, Seminars and other means to educate well over 50K physicians and that should be good enough for the FDA to let Eisai start a DTC campaign.