Contents:

EXECUTIVE SUMMARY A brief report outline Four key things you need to know about DTC marketing The average 1.1% of targeted patients receiving a DTC advertised drug can be increased to 6% by better targeting of relevant patient populations Pharmaceutical companies are not exploiting the potential of Internet DTC marketing, which should be used to build long term relationships with patients, rather than to promote brands DTC will not be legalized in Europe for at least five years, but pharmaceutical companies should launch disease awareness campaigns and intensify their PR activities to prepare for the future legalization of DTC marketing DTC spend will reach $7.2bn globally in 2007, becoming a key tool in the pharmaceutical marketing mix TABLE OF CONTENTS LIST OF TABLES TOC \c "Table"  OPTIMIZING ROI ON DTC Introduction Overall DTC spend Spending patterns in DTC Proportion of marketing budget allocated to DTC Average DTC investment per drug Targeted diseases Spending per medium The DTC action chain: how DTC translates into revenues How to maximize the proportion of patients who see and remember an advert Introduction Improving the patient targeting process Choosing the right media mix Recommendations for optimizing the ROI on patient targeting in DTC Consumer knowledge Refinement of educational content How to maximize the proportion of patients seeing their doctor for treatment Introduction Recommendations for increasing the proportion of patients seeing their doctor for treatment How to maximize the proportion of patients asking their doctor to be prescribed a specific drug Introduction Recommendations for increasing the proportion of patients asking their doctor for a specific drug How to maximize the proportion of patients receiving a prescription for the advertised drug Introduction Recommendations for increasing the proportion of patients receiving a prescription for advertised drug How to increase the proportion of people compliant with their treatment Introduction Recommendations for increasing compliance through DTC Summary conclusions: Datamonitor's best practice for optimizing ROI on DTC Overview Proportion of patients who see and remember the advert Proportion of patients going to see their doctor for treatment Proportion of patients seeing their doctor for a specific drug Proportion of patients receiving a prescription for the advertised drug Proportion of patients compliant with their treatment CAPITALIZING ON THE INTERNET FOR DTC MARKETING Introduction Drivers and resistors of the Internet Drivers Resistors The future of electronic DTC DTC advertising options on the Internet Introduction Company website Product based website Company disease website Sponsoring of healthcare and disease organization websites Summary conclusion for advertising options on the Internet How to create long term patient-pharmaceutical relationships Introduction: what can be gained from patient-pharmaceutical relationships? Designing the ideal service What services can you offer? How do you assess the impact of a website? Case study: AstraZeneca's Prilosec website Case study: Pfizer for Living website Case study: Novartis' Habitrol website Benchmarking Internet services against effectiveness in achieving DTC goals Integration of different tools and media Conclusions: Datamonitor's recommendations for an ideal Internet DTC service PREPARING FOR DTC IN EUROPE Introduction When will DTC be legalized? Drivers of DTC in Europe Resistors of DTC in Europe Balancing the drivers and resistors: when will DTC be legalized in Europe? How can companies use DTC-like marketing in Europe? Introduction Option 1: Disease awareness campaigns Option 2: Public relations Conclusions How can lessons from the US be integrated into European DTC strategies? Patient groups as important links to patient communities Which media to choose Which countries to focus on How much should be spent and how? Consequences for ROI THE FUTURE DECODED Introduction Global DTC spend breakdown by media type Scenario 1: Status quo in Europe and slowing growth in the US Overall DTC spend Marketing budget breakdown Scenario 2: Continued growth of DTC in the US and status quo in Europe Overall DTC spend Marketing budget breakdown Scenario 3: Continued growth of DTC in the US and rise in disease awareness campaigns in Europe Overall DTC spend Marketing budget breakdown Scenario 4: Continued growth of DTC in the US and strong uptake of DTC in Europe Overall DTC spend Marketing budget breakdown Datamonitor's evaluation and recommendation of the most likely scenario APPENDIX Overview of regulations affecting DTC marketing in the US 1938-62 1962-August 1997 August 1997-June 1999 Review of television advertising in June 1999 Overview of regulations affecting DTC marketing in Europe References