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SDI Reports: Pharmaceutical Promotion Spending Indicates Trend Toward Electronic and Online Promotion
Date:5/11/2010

SDI reports evidence of pharmaceutical promotion shifting away from print advertising toward electronic promotion for marketing to both professionals and consumers.

(Vocus) May 11, 2010 -- SDI, a leading healthcare market insight and analytics firm, today reports evidence of pharmaceutical promotion shifting away from print advertising toward electronic promotion — for marketing to both professionals and consumers.

Spending by pharmaceutical companies on print advertising in medical journals was the lowest in a decade in 2009. At $287 million, spending on these print ads dropped 30% compared with 2007. At the same time, SDI’s ePromotion Audit, which tracks online promotional activities for physicians, noted an increase of more than 32% in industry spending on ePromotion.

“We have seen a rise in the adoption of online tactics being used to communicate with physicians,” said Kelly Sborlini, Vice President of Market Research Audits at SDI. “We’re also seeing a similar shift in pharmaceutical direct-to-consumer advertising. The largest growth area in DTC advertising is on the Internet, whereas spending on consumer magazine print ads is decreasing.”

Compared with 2007, expenditures for magazine direct-to-consumer advertising declined 29% in 2009, while spending on Internet advertising more than tripled (259%).

About SDI

SDI is a leading healthcare market insight and analytics firm. It provides the industry’s most comprehensive de-identified patient-level data to pharmaceutical, biotech, and medical device companies, enabling them to better understand the healthcare market. SDI also serves the government and
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