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US Direct-To-Consumer (DTC) Advertising in Pharmaceuticals Industry

NEW YORK, Nov. 8, 2011 /PRNewswire/ -- announces that a new market research report is available in its catalogue:

US Direct-To-Consumer (DTC) Advertising in Pharmaceuticals Industry

This report analyzes the US market for Direct-To-Consumer (DTC) Advertising in Pharmaceuticals in US$ Million by the following media channels - Internet Advertising, Print Media, Television, and Others (include Outdoor and Radio Advertising). Annual estimates and forecasts are provided for the period 2009 through 2017. Also, a six-year historic analysis is provided for this market. The report profiles 63 companies including many key and niche players such as Abbott Labs, Allergan, Inc., Amgen, Inc.., AstraZeneca Plc, Bayer Healthcare Pharmaceuticals Inc., Boehringer Ingelheim GmbH, Bristol-Myers Squibb Company, Eli Lilly and Company, F. Hoffmann–La Roche Ltd.., GlaxoSmithKline Plc, Merck & Co., Inc., Merck & Co., Inc., Otsuka America Pharmaceutical, Inc., Pfizer, Inc., and Sanofi-aventis. Market data and analytics are derived from primary and secondary research. Company profiles are mostly extracted from URL research and reported select online sources.


Study Reliability and Reporting Limitations 1

Disclaimers 2

Data Interpretation & Reporting Level 3

Quantitative Techniques & Analytics 3

Product Definitions and Scope of Study 3


Market Scenario At A Glance 5

DTC Advertising of Prescription Drugs - An Area Laced with

Controversies 5

High Volatility Typifies Current DTC Ad Spending Market 6

Current & Future Analysis 7

DTC Spending to Witness Sizeable Growth Ahead 7

Ad Spending Witnesses Changes in Media Mix 7

Analysis by Segment 8

Television 8

Cable TV Gains Prominence in Television DTC Ad Spending 8

Table 1: DTC Television Ad Spending for Prescription

Pharmaceuticals in the US by Category (2008 & 2009): Value

Breakdown of Ad Spending In US$ Millions for Network TV,

Syndicated TV and Cable TV (includes corresponding

Graph/Chart) 9

Print Media 9

National Magazines Lead the Roost in Magazine Ad Spending 9

Table 2: DTC Print Media Ad Spending for Prescription

Pharmaceuticals in the US by Category (2008 & 2009): Value

Breakdown of Ad Spending In US$ Millions for National

Magazines, Newspapers, and Local Magazines (includes

corresponding Graph/Chart) 10

Internet 10

Pharmaceutical Internet Ad Spending Soars 10

Internet - An Untapped Channel for DTC Advertising 11

The Road Ahead for DTC 11


Significant Opposition Exists for DTC in the US 12

What Motivates DTC Ad Spending Amid Criticism? 12

Conventional Media Versus Digital Media 12

The Emergence of Broadcast DTC Advertising 13

Move Towards Highly Content Specific Information Mass Media -

A Key Strategy 13

Enhanced Positioning of Impact 14

The Benefits of Digital Media 14

Market Factors Affect Choice of Media in DTC 14

DTC Advertising Remains Limited to Few Drug Classes 15

New Drugs Attract More DTC Spending 15

Timing of Advertisements - A Crucial Factor for Success 16

Need for Altering Strategies On the High 16

Major Factors Influencing Success of A DTC Campaign 17

Web and Social Media Crucial for DTC Advertising 18

Digital Media Lures Pharmaceutical Advertisers 18

Mobile Devices - An Interesting New Media Outlet 19

Mobile Marketing Set to Storm Pharmaceutical Industry 19

Mobile Marketing - Not Devoid of Issues 20

Studies Corroborate Concerns Over DTC-Induced Rise in

Healthcare Expenditure 20

Pharma Companies Apprehensive on Future of DTC 20

Proposed DTCA Guidelines to Alleviate Concerns 21

Potential Implications of the Policies 22


Pfizer Reigns DTC Ad Spend Market 23

Table 3: DTC Ad Spending by Major Pharmaceutical Companies

(2008 & 2009): Annual DTC Spending in US$ Million for Pfizer,

AstraZeneca, Eli Lilly, Merck, GlaxoSmithKline, Otsuka,

Boehringer Ingelheim, sanofi-aventis, BMS/Sanofi-Aventis, and

Baye 23

Pfizer Apportions DTC Spending to Old and New Drugs 24

Lipitor - The Leading Brand in DTC Ad Spending 24

Table 4: DTC Ad Spending on Major Pharmaceutical Brands

(2007-2009): Annual DTC Spending in US$ Million for Lipitor,

Abilify, Advair Diskus, Cymbalta, Cialis, Lyrica, Plavix,

Symbicort, Ambien CR, and Crestor (includes corresponding

Graph/Chart) 25

Table 5: DTC Ad Spending on Major Over-the-Counter (OTC)

Brands (2008 & 2009 - A Perspective Builder): Annual Ad

Spending in US$ Million for Zyrtec, Alli, Claritin, Advil,

NyQuil, Aleve, Hydroxycut, SoyJoy, Nicorette, Children's

Tylenol (includes corresponding Graph/Chart) 26

Increasing Competition Leads to Lower DTC Ad Spending 26


More Educative Role to Alter Perception on DTC 27

FDA Steps on the Gas as Pressure from Consumer Groups Builds 27

Stringent Regulations to Make DTC More Transparent 27

Smart Phones - A New Age Tool for Drug Marketers 28

New Drug Launches Spur Ad Spending 28

DTC Spending Attracts More Average Investment 29

Table 6: US DTC Ad Spending by Leading Drug Classes (2008)

(includes corresponding Graph/Chart) 30

Targeting Qualified Consumers - An Emerging Trend 30

Anti-DTC Campaigners Gear Up Against DTC 31

Would Television Face the Heat of Regulatory Changes? 31

DTC Marketers Embrace Internet 31

Internet - The Emerging Battlefield for Pharma Marketing 32

Increasing Popularity of Internet for Healthcare Information 32

Medical Websites Continue to Dominate Online Visits for

Health Information 33

Table 7: Leading Websites for Seeking Health Information

Online by Type of Website (2010): Percentage Breakdown of

Website Visits for Medical Websites, Informational Websites,

Company Websites and Others (includes corresponding

Graph/Chart) 33

Branded Websites to Prevail Even in Tighter Regulatory

Environment 33

Growing Importance of Emerging Media Outlets 33

Arthritis Drug Manufacturers Alter Ad Messages for Enhanced

Awareness 34

Most Brands in Osteoporosis Segment Cut DTC Ad Spending 34



Viagra's Ad Campaign - An Illustrative Strategy to DTC Approach 35

The Flomax's Advertising Success Story 35

Pfizer Strikes Gold with Lyrica's Ad Campaign 36

Symbicort's Ad Campaign Helps AstraZeneca Grab Substantial

Share from Advair 36

Pfizer Modifies Lipitor Ad After Criticism on Featuring A

Celebrity as A Doctor 37

Lipitor's Ad Issue Prompts Congress to Probe Other Ads Using

Celebrities 37

Rozerem's Ad Campaign Creates Huge Buzz but Lower Returns 37

The Other Side of Fanciful Ad for Rozerem 38

Rozerem's DTC Ad with Children Irks FDA, Takeda Withdraws

Advertisement 38

Vioxx' DTC Advertising Lands Merck into A Legal Tangle 39

Merck Settles Cases Against Vioxx Ad Campaign 39

Botox's Reminder Ads Highlight Regulatory Loopholes 39

Takeda's Disease-Awareness Ads for Gout - Clear and Crisp 40

AstraZeneca's Seroquel XR Ad Lacks the Fizz 40

Lunesta Ad Campaign - A Major Success 41

Gardasil DTC Ad Campaigns - Best Ads, Low Returns 41


Impact of DTC Advertising on Clinical Care 42

DTCA Offers Valuable Medical Information to Public 42

Effect of DTC on Patient-Physician Communication Remains

Ambiguous 42

Appropriate Candidate Selection - A Key Requirement for DTC 43

DTC Spending Leads to Increase in Drug Prices - A False Notion 43

Table 8: Top Five Selling Drugs in the US and their DTC

Spending: 2007 43

Incremental Revenues Drive DTC Ad Spend 44

Potential Market and Competition, and Not DTC, Determine Drug

Prices 44

DTC Spillover into Canada - A Menace to Regulatory Regime 44


US Regulations on DTC 45

FDA Categorization of DTC Pharmaceutical Advertising 45

A Historical Perspective of DTC Regulations 45

FDA Guidelines on DTC Print Advertisement of Drugs 46

FDA Guidelines on DTC Broadcast Advertisement of Drugs 46

Distinction Between FDA Regulations on DTC Drug and Device

Advertising 46

FDA's 1997-2004 Review on DTC Leads to Mixed Conclusions 47

Major Historical Developments in the US Legislations and

Regulations on Pharmaceutical Marketing and Advertising 48

FDA Proposes New Rules on Interpretation of Regulations on

Broadcast Ads 49

PhRMA Guiding Principles on DTC Advertising 49

Salient Guidelines for DTC Advertising Delineated by PhRMA 50

PhRMA's Revised Guidelines Invokes Mixed Responses 51

FDA to Study Inclusion of Quantitative Details in DTC

Advertisements 52

FDA Launches 'Bad Ad Program', Industry Vents Concerns 52

FDA in Action Mode Amid Wide Concerns; Number of FDA Warning

Letters Rise 52

Warning Letters Issued by DDMAC in 2011 53

Warning Letters Issued by DDMAC in 2010 54

Warning Letters Issued by DDMAC in 2009 55


New Zealand 58

DTC Advertising Regulations in New Zealand - An Overview 58

Industry Self Regulation on DTC - A Major Driver 58

DTC Regulation in the New Zealand Versus the US 59

A Brief Comparison of Regulatory Requirements on Content in

DTC Advertising in the US and New Zealand 59

The Road Ahead for DTC Advertising in New Zealand 59

Australia 60

Earlier Reviews Fail to Approve DTC Advertising in the Country 60

The Therapeutic Products Authority 60

Canada 61

Canadian Pharmaceutical Ad Spending - A Historic Perspective 61

Table 9: Leading Canadian Pharmaceutical Brands by

Advertising Spending: 2001-2006 (includes corresponding

Graph/Chart) 61

Table 10: DTC Pharmaceutical Ad Spending in Canada by Media

Channel (2004-2006): Spending in US$ Million for TV & Radio,

Print Media, and Outdoor Media (includes corresponding

Graph/Chart) 62

Policy Revisions Pave Way for Partiasl Relaxation of DTC Laws 62

The Unique Stature of Canadian Policy on DTC Advertising 62

Europe 63

The Present State of Pharmaceutical DTC Advertising in Europe 63

Several Efforts to Allow DTC Advertising in Europe Go in Vain 63

Of late Some Headway Emerges 64

Latest Proposal to Approve Limited DTC Offers Some Hope 65

New Avenues for Communication to Shape Future of DTC 65


An Introduction to Direct-To-Consumer Advertising 66

How Is Pharma DTC Different? 66

Major Advantages of DTC Advertising 66

DTC Advertising - A Powerful Tool for Disseminating Information 67

Detailing Versus DTC Advertising 67

Table 11: US Pharmaceutical Promotional Spending by Channel

(2008): Breakdown of Total Annual Expenditure for Detailing,

DTC Advertising, Professional Events and Meetings, and

Professional Journals (includes corresponding Graph/Chart) 68


Takeda Launches Gout Awareness Campaign 69

Boehringer Ingelheim Initiates Pradaxa DTC Campaign 69

Bayer Airs DTC Ad Campaign for Canesten 69

Sunovion Launches New Lunesta Ad Campaign 70

Pfizer Unveils Black Friday Campaign for Advil Congestion Relief 70

sanofi-aventis Launches a Diabetes Awareness Campaign 70

AstraZeneca and BMS Launch New DTC Campaign for Onglyza 70

GSK Launches DTC Ads for Lovaza 71

GSK Debuts Three New Advertisements on Cervical Cancer Awareness 71

Boehringer Ingelheim Launches Drive4COPD Campaign 71

Shire Creates A Twitter Page for ADHD Disease Awareness 71

AstraZeneca Launches First Ad Campaign for Seroquel XR 72

Novo Nordisk Ropes in Celebrities for Diabetes Awareness Campaign 72

Pfizer Rolls Out New DTC Campaign for Chantix 72

Galderma Launches New Ad Campaign for Rosacea Treatment Drug,

Oracea 73

GSK Rolls Out DTC Ad Campaign for Treximet 73

Pfizer Rolls Out New Print Ad Campaign for Chantix to Address

Safety Concerns 73

Takeda and Sucampo Launch DTC Ad Campaign for AMITIZA® 74

Boehringer Ingelheim Launches Mirapex DTC Ad Campaign 74

Eli Lilly Airs New Television Ad for Cymbalta 74


Healthline Networks and HCPlexus Enter into Strategic Partnership 75

Ogilvy CommonHealth and Ogilvy Healthworld Merge 75

DDMAC Issues Letter to Sepracor for Lunesta TV Ad 76

DDMAC Issues Letter for Eisai's Aricept TV Advertisements 76

FDA Hands Out Letter for Bayer's New Approach to Promote Mirena® 76

FDA Issues Letter to Eli Lilly for Violative Cymbalta Ads 76

FDA Issues Warning Letter to Amgen for Sensipar Brochure 77

FDA Shoots Warning Letter to Bayer for Yaz DTC Advertisements 77


Abbott Labs (US) 78

Allergan, Inc. (US) 78

Amgen, Inc. (US) 79

AstraZeneca Plc. (US) 79

Bayer Healthcare Pharmaceuticals Inc. (US) 80

Boehringer Ingelheim GmbH (Germany) 80

Bristol-Myers Squibb Company (US) 80

Eli Lilly and Company (US) 81

F. Hoffmann-La Roche Ltd. (Switzerland) 81

GlaxoSmithKline Plc. (UK) 82

Merck & Co., Inc. (US) 82

Novartis International AG (Switzerland) 83

Otsuka America Pharmaceutical, Inc. (US) 83

Pfizer, Inc. (US) 84

sanofi-aventis (US) 84


Table 12: The US Recent Past, Current, and Future Analysis for

Direct-to-Consumer (DTC) Advertising in Pharmaceuticals by

Media Channel - Internet Advertising, Print Media, Television,

and Other Media Channel Independently Analyzed with Annual

Spending Figures in US$ Million for Years 2009 through 2017

(includes corresponding Graph/Chart) 86

Table 13: The US Historic Review for Direct-to-Consumer (DTC)

Advertising in Pharmaceuticals by Media Channel - Internet

Advertising, Print Media, Television, and Other Media Channel

Independently Analyzed with Annual Spending Figures in US$

Million for Years 2003 through 2008 (includes corresponding

Graph/Chart) 87

Table 14: The US 15-Year Perspective for Direct-to-Consumer

(DTC) Advertising in Pharmaceuticals by Media Channel -

Percentage Breakdown of Dollar Sales for Internet Advertising,

Print Media, Television, and Other Media Channel for Years

2003, 2010, and 2017 (includes corresponding Graph/Chart) 88


Total Companies Profiled: 63 (including Divisions/Subsidiaries - 74)

Region/Country Players

The United States 61

Japan 1

Europe 11

Germany 3

The United Kingdom 3

Italy 1

Rest of Europe 4

Middle East 1

To order this report:

Advertising Industry: US Direct-To-Consumer (DTC) Advertising in Pharmaceuticals Industry

Advertising Business News

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Nicolas Bombourg
US: (805)652-2626
Intl: +1 805-652-2626

SOURCE Reportlinker
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