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

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

6. A CRITICAL REVIEW OF SELECT NOTEWORTHY DTC AD CAMPAIGNS BY KEY

PHARMA COMPANIES 35

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'/>"/>

SOURCE Reportlinker
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