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Reportlinker Adds Direct to Consumer (DTC) Advertising in Pharmaceuticals - Current and Future Market Outlook, Regulatory Landscape and Case Studies
Date:12/1/2009

es covered in the report

1 Table of Contents

1 Table of Contents 4

1.1 List of Tables 6

1.2 List of Figures 7

2 Introduction 8

2.1 GBI Research Report Guidance 8

3 DTC Advertising in the US - Double-edge Sword for Both, Patients and Pharma Companies 9

3.1 FDA Rule Triggering the Rise 9

3.2 Media for DTC Advertisements 12

3.2.1 Television 13

3.2.2 Print 13

3.2.3 Internet 13

3.3 Budget Allocation for DTC Advertising - Decision Parameters 14

3.3.1 Nature of the Disease 14

3.3.2 Prevalence of the Disease 14

3.3.3 Patient Preferences for Advertising Channels 15

3.3.4 Target Population 15

3.3.5 Degree of Market Competition 15

3.3.6 Future Prospects for Brand 15

3.3.7 Future Prospects for the Market 15

3.4 Benefits of DTC Advertising 15

3.4.1 Adds to the Bottom-line of the Pharmaceutical Companies 15

3.4.2 Increases Disease Awareness and Treatment Rate 16

3.4.3 Increases Patient Compliance 17

3.5 Successful DTC Advertising Campaigns 17

3.5.1 Pfizer's Lyrica 17

3.5.2 AstraZeneca's Symbicort 19

3.6 Concerns with DTC Advertising 20

3.6.1 DTC Expenditure Outpacing the R&D Expenditure 20

3.6.2 Misleading Advertisements 21

3.6.3 Consumer Safety 22

3.6.4 Driving Demand for Expensive and Inappropriate Drugs 23

3.7 Failed Campaigns 24

3.7.1 Merck's Vioxx 24

3.7.2 Merck's Gardasil 25

3.7.3 Sanofi-Aventis' Ambien 27

3.7.4 Pfizer's Lipitor 28

3.8 Impact of DTC Advertising 29

3.8.1 Change in Patient-Physician Relationship 30

3.8.2 Increased Patient Engagement in the Treatment 30

3.9 Conclusion 31

4 DTC Advertisements
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