Navigation Links
Pharmaceutical advertising down but not out

The pharmaceutical industry has pulled back on marketing to physicians and consumers, yet some enduring patterns persist. According to a new study led by researchers at the Johns Hopkins Bloomberg School of Public Health, advertising peaked in 2004, with industry promotion to physicians declining nearly 25 percent by 2010, to $27.7 billion or 9 percent of sales. Similar declines were seen in direct-to-consumer advertising, which remains concentrated among a small number of products. The number of products promoted to providers peaked at over 3,000 in 2004, and declined by approximately 20 percent by 2010. Despite these changes, there was little change in the split of marketing between primary care physicians and specialists, and the proportion of all promotion taking place in physicians' offices also remains unchanged. Free samples and physician detailing accounted for over 70 percent of promotional expenditures in 2010, with the remainder comprised by consumer advertising as well as physician marketing through journal ads, e-promotion and sponsored conferences and meetings. The results are featured in the February 2013 issue of the open-access journal PLOS ONE.

"There have been important changes in the pharmaceutical marketplace during the past decade, including changes in the types of therapies being brought to market as well as an overall aging of the drugs with FDA approval," said G. Caleb Alexander, MD, MS, senior author of the study and an associate professor with the Bloomberg School's Department of Epidemiology and co-director of the Johns Hopkins Center for Drug Safety & Effectiveness. "Since pharmaceutical promotion can influence demand for drugs and affect physician prescribing, it is important to know how drugs are being marketed and promoted."

Alexander, along with colleagues from the University of Chicago, the University of Pittsburgh, Massachusetts Institute of Technology and the National Bureau of Economic Research, analyzed annual data from 2001 through 2010 to examine inflation-adjusted total promotion spending for the pharmaceutical industry as a whole and for top-selling and top-promoted therapies. Expenditures were also broken down by type of promotion and, for physician detailing, by specialty.

The authors were surprised to find that, despite anecdotal reports and calls from professional societies, there was no substantial change in the amount of overall proportion of promotion taking place in physicians' offices. Lead author Rachel Kornfield describes, "There has been growing concern about the conflicts of interest introduced by physicians' relationships with pharmaceutical companies, but the data show that physician detailing and the distribution of free samples is still the dominant form of drug promotion."

In addition, despite enthusiasm and publicity regarding new forms of marketing via the Internet and other electronic media, these channels accounted for a very small amount of overall marketing spending to providers less than 2 percent over the decade examined. The authors found that the majority of marketing and promotion still takes place as it has in the past through the distribution of free samples to patients and office calls to physicians.


Contact: Tim Parsons
Johns Hopkins University Bloomberg School of Public Health

Related medicine news :

1. Pharmaceutical companies: An $84 million marketing effort in the District of Columbia
2. Survey shows medical students have frequent interactions with pharmaceutical companies
3. Radiopharmaceuticals Market - New Industry Research Report Published by Transparency Market Research
4. Sewage lagoons remove most -- but not all -- pharmaceuticals
5. Pharmaceutical Manufacturing in China Industry Research Report – Now Available from IBISWorld
6. Bactolac Pharmaceutical Weighs In With New Year’s Resolution Support with Full-Service Weight Control Products Process
7. Blue Door Pharma and Global Energy Markets Strike Global Export Agreement for Meningitis Vaccine and Pharmaceuticals
8. Devalued and distrusted: Can the pharmaceutical industry restore its broken image?
9. UBC professor wins Canadas top pharmaceutical research award
10. Edison Pharmaceuticals announces initiation of EPI-743 Phase 2B Leigh Syndrome Clinical Trial
11. Environmentally friendly chemistry important for manufacturing pharmaceuticals
Post Your Comments:
(Date:12/1/2015)... ... December 01, 2015 , ... SAN FRANCISCO, Calif. ... that the organization has awarded Education and Developmental Therapies (EDT), an Applied Behavior ... award celebrates exceptional special needs providers that excel in synthesizing the areas of ...
(Date:12/1/2015)... ... December 01, 2015 , ... ... has been awarded a fixed price per sprint agile development contract to support ... $34 million over five years, provides software engineering, infrastructure, as well as operations ...
(Date:12/1/2015)... ... December 01, 2015 , ... ... for the care management and population health arenas, is pleased to announce that ... cost containment services, has successfully implemented the ACUITY Complete Care™ Management to back ...
(Date:12/1/2015)... ... December 01, 2015 , ... XTC Semifinals 2016 ... semi-finalists to head to Las Vegas for CES 2016, the world’s largest Consumer Electronic ... Consumer Technology Association Gary Shapiro, Founding Partner of Pacific Investments Veronica Serra, and venture ...
(Date:12/1/2015)... ... December 01, 2015 , ... With FCPX Overlay: Grit , ... control over customization, the possibilities are truly endless, all with a click of a ... position, vertical flip, horizontal flip, depth of field and more, all within Final Cut ...
Breaking Medicine News(10 mins):
(Date:12/1/2015)... BANGALORE, India and ... (NASDAQ, TASE: MYL) today announced that it expects to ... for developing country markets funded by international donors, TLE400 ... + Efavirenz 400 mg) for $99 per patient, per ... (CHAI) to develop TLE400. The significantly reduced price could ...
(Date:12/1/2015)... , Dec. 1, 2015 Breg, Inc ... services, announced today that it has been awarded three ... Members served by Novation will have access to improved ... bracing products and soft goods dedicated to advancing orthopedic ... The aging U.S. population, rising prevalence of chronic ...
(Date:12/1/2015)... , Dec. 1, 2015 Building ... HIV/AIDS, Johnson & Johnson (NYSE: JNJ ) ... Janssen Pharmaceutical Companies to significantly reduce the burden ... make up 74 percent of new HIV infections ... on World AIDS Day, these new initiatives include ...
Breaking Medicine Technology: