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US Direct-To-Consumer (DTC) Advertising in Pharmaceuticals Industry
Date:11/8/2011

RVIEW & OUTLOOK 5

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

3. MARKET DYNAMICS 12

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

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SOURCE Reportlinker
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