Direct-to-Consumer Advertising: Review and Outlook 2011


May 1, 2011
85 Pages - SKU: ENPP6488426
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The pharma industry’s total direct-to-consumer expenditure decreased in 2010 compared to the previous year. The most notable decline in DTC expenditure occurred in the television segment, and outdoor spending also was down versus 2009. Increased DTC spending in the areas of magazine, newspaper, and radio were not enough to offset the double-digit drop-off in TV expenditure.


Additional Information

This special report includes analysis that details:
  • Trends that are affecting DTC spending growth
  • Leading prescription brands in terms of direct-to-consumer expenditure for each of the past 10 years
  • Most-competitive therapeutic categories for consumer promotion
  • Pharmaceutical companies that spent the highest amounts of advertising dollars to consumers
  • Most-popular types of consumer media targeted by marketers
This report contains charts that list for the years 2001 through 2010:
  • Promotional spend to consumers for human prescription drugs
  • DTC expenditure for the companies that promote the Rx brands
  • Consumer ad spend broken down by various media types

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