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

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

11. NEW DIRECT-TO-CONSUMER (DTC) AD CAMPAIGN LAUNCHES 69

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

12. RECENT INDUSTRY ACTIVITY 75

Healthline Networks and HCPlexus Enter into Strategic Partnership 75

Ogilvy CommonHealth and Ogilvy Healthworld Merge 75

DDMAC Issue
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