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Direct-To-Consumer (DTC) Advertising in Pharmaceuticals - Global Strategic Business Report

  • ID: 1946808
  • Report
  • September 2011
  • Region: Global
  • 577 Pages
  • Global Industry Analysts, Inc
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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.

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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
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