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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

of DTC Advertising 62

6.4.1 Future Challenges in Measuring DTC Advertising Effectiveness - Different Media would Increase Complexities 63

6.5 Regulations for DTC Advertising on Digital Media - Search Engine, First Target 63

6.5.1 MTV's Banner Ad of Barr's Plan B - Brought Online Advertising to FDA Sight 64

6.5.2 FDA's Untitled Warning Letters to Pharmaceutical Companies on Search Engine Advertisements 64

6.6 Conclusion 65

7 Key Takeaway 67

8 Appendix 69

8.1 Definitions 69

8.2 List of Abbreviations 69

8.3 Sources 70

8.4 Methodology 70

8.4.1 Secondary Sources 70

8.4.2 In-house Analysis 71

8.4.3 Expert Panel Validation 71

8.5 Contact Us 71

8.6 Disclaimer 71

1.1 List of Tables

Table 1: Lyrica Worldwide Sales, $m, 2004-2008 18

Table 2: Symbicort Worldwide Sales, $m, 2001-2008 20

Table 3: Merck's DTC Advertisement Spend on Vioxx, $m, 2000-2004 24

Table 4: Gardasil Worldwide Sales, $m, 2006-2008 26

Table 5: Lipitor Worldwide Sales, $m, 1999-2008 29

Table 6: Number and Value of the Current Blockbuster Drugs going Off-Patent by 2014 34

Table 7: Differences in the US and Europe Healthcare System in Context of DTC Advertising 45

Table 8: Viagra Worldwide Sales, $m, 1998-2008 49

Table 9: Detrusitol/Detrol Worldwide Sales, $m, 2003-2008 50

Table 10: Xenical Worldwide Sales, $m, 1999-2008 51

Table 11: Breakdown of Late-Stage Pipeline by Type of Compounds for 20 Major Pharma Companies 59

1.2 List of Figures

Figure 1: FDA Rules For DTC Advertising Before and After 1997 10

Figure 2: Total Promotional Spending on Prescription Drugs, $bn, 1996-2004 11

Figure 3: Percentage Change in Selected National Health Expenditures, 1980
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