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

jor 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

4. COMPETITIVE LANDSCAPE 23

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

5. MARKET TRENDS 27

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
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SOURCE Reportlinker
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