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Reportlinker Adds Direct to Consumer (DTC) Advertising in Pharmaceuticals - Current and Future Market Outlook, Regulatory Landscape and Case Studies

-2001 12

Figure 4: Breakdown by Media of the Total Pharmaceutical DTC Advertising Spend in the US, 2008, Total = $4.3bn 13

Figure 5: Factors Determining DTC Budget Allocation to Brands and Selection of Marketing Mix 14

Figure 6: Lyrica Worldwide Sales, $m, 2004-2008 18

Figure 7: AstraZeneca on Moving Digital for DTC Marketing 19

Figure 8: Symbicort Worldwide Sales, $m, 2001-2008 20

Figure 9: Comparison of Growth in Promotional Expenditure v/s R&D Expenditure, %, 1998-2004 21

Figure 10: John Dingell, Chairman, Committee on Energy and Commerce, on His Concern over Misleading DTC Advertisements 22

Figure 11: Suzanne Hill, Scientist at WHO, on Unprecedented Increase in Healthcare Costs in the US due to DTC Advertising 23

Figure 12: Merck's DTC Advertising Spend on Vioxx, $m, 2000-2004 24

Figure 13: FDA Warning to Merck on Vioxx 25

Figure 14: Gardasil Worldwide Sales, $m, 2006-2008 26

Figure 15: Californian Democrat Henry Waxman on FDA's Laxity over DTC Advertisements 27

Figure 16: Lipitor Worldwide Sales, $m, 1999-2008 29

Figure 17: Arguments FOR and AGAINST DTC Advertising in the US 31

Figure 18: DTC Advertising Spend, $bn, 1996-2008 33

Figure 19: Number and Value in 2008 of the Current Blockbuster Drugs going Off-Patent by 2014 34

Figure 20: FDA Guidelines on DTC Advertising, May 2009 36

Figure 21: Ken Johnson, SVP PhRMA, on Defending the DTC Advertisements 37

Figure 22: Robert Perry on Revoking of Avodart Commercial 37

Figure 23: FDA on Presentation of the Product Information in Advertisements 39

Figure 24: CPM (Cost-per-Thousand) for Different Advertising Media, the US, US$, 2008 40

Figure 25: Alexander Capron, Professor at University of Southern California, on Criticism of Pharma Companies for their DTC Tactics 41

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