Direct-To-Consumer (DTC) Advertising in Pharmaceuticals: Market Research Report

Date: September 22, 2011
Pages: 577
US$ 4,200.00
Publisher: Global Industry Analysts, Inc
Report type: Strategic Report
Delivery: E-mail Delivery (PDF)

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Direct-To-Consumer (DTC) Advertising in Pharmaceuticals: Market Research Report
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.

Study Reliability and Reporting Limitations
Data Interpretation & Reporting Level
Quantitative Techniques & Analytics
Product Definitions and Scope of Study


Market Scenario At A Glance
DTC Advertising of Prescription Drugs – An Area Laced with Controversies
High Volatility Typifies Current DTC Ad Spending Market
Current & Future Analysis
DTC Spending to Witness Sizeable Growth Ahead
Ad Spending Witnesses Changes in Media Mix
Analysis by Segment
Cable TV Gains Prominence in Television DTC Ad Spending

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)

Print Media
National Magazines Lead the Roost in Magazine Ad Spending

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)

Pharmaceutical Internet Ad Spending Soars
Internet – An Untapped Channel for DTC Advertising
The Road Ahead for DTC


Significant Opposition Exists for DTC in the US
What Motivates DTC Ad Spending Amid Criticism?
Conventional Media Versus Digital Media
The Emergence of Broadcast DTC Advertising
Move Towards Highly Content Specific Information Mass Media – A Key Strategy
Enhanced Positioning of Impact
The Benefits of Digital Media
Market Factors Affect Choice of Media in DTC
DTC Advertising Remains Limited to Few Drug Classes
New Drugs Attract More DTC Spending
Timing of Advertisements - A Crucial Factor for Success
Need for Altering Strategies On the High
Major Factors Influencing Success of A DTC Campaign
Web and Social Media Crucial for DTC Advertising
Digital Media Lures Pharmaceutical Advertisers
Mobile Devices – An Interesting New Media Outlet
Mobile Marketing Set to Storm Pharmaceutical Industry
Mobile Marketing – Not Devoid of Issues
Studies Corroborate Concerns Over DTC-Induced Rise in Healthcare Expenditure
Pharma Companies Apprehensive on Future of DTC
Proposed DTCA Guidelines to Alleviate Concerns
Potential Implications of the Policies


Pfizer Reigns DTC Ad Spend Market

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

Pfizer Apportions DTC Spending to Old and New Drugs
Lipitor – The Leading Brand in DTC Ad Spending

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)
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)

Increasing Competition Leads to Lower DTC Ad Spending


More Educative Role to Alter Perception on DTC
FDA Steps on the Gas as Pressure from Consumer Groups Builds
Stringent Regulations to Make DTC More Transparent
Smart Phones – A New Age Tool for Drug Marketers
New Drug Launches Spur Ad Spending
DTC Spending Attracts More Average Investment

Table 6. US DTC Ad Spending by Leading Drug Classes (2008) (includes corresponding Graph/Chart)

Targeting Qualified Consumers – An Emerging Trend
Anti-DTC Campaigners Gear Up Against DTC
Would Television Face the Heat of Regulatory Changes?
DTC Marketers Embrace Internet
Internet – The Emerging Battlefield for Pharma Marketing
Increasing Popularity of Internet for Healthcare Information
Medical Websites Continue to Dominate Online Visits for Health Information

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)

Branded Websites to Prevail Even in Tighter Regulatory Environment
Growing Importance of Emerging Media Outlets
Arthritis Drug Manufacturers Alter Ad Messages for Enhanced Awareness
Most Brands in Osteoporosis Segment Cut DTC Ad Spending


Viagra’s Ad Campaign – An Illustrative Strategy to DTC Approach
The Flomax’s Advertising Success Story
Pfizer Strikes Gold with Lyrica’s Ad Campaign
Symbicort’s Ad Campaign Helps AstraZeneca Grab Substantial Share from Advair
Pfizer Modifies Lipitor Ad After Criticism on Featuring A Celebrity as A Doctor
Lipitor’s Ad Issue Prompts Congress to Probe Other Ads Using Celebrities
Rozerem’s Ad Campaign Creates Huge Buzz but Lower Returns
The Other Side of Fanciful Ad for Rozerem
Rozerem’s DTC Ad with Children Irks FDA, Takeda Withdraws Advertisement
Vioxx’ DTC Advertising Lands Merck into A Legal Tangle
Merck Settles Cases Against Vioxx Ad Campaign
Botox’s Reminder Ads Highlight Regulatory Loopholes
Takeda’s Disease-Awareness Ads for Gout – Clear and Crisp
AstraZeneca’s Seroquel XR Ad Lacks the Fizz
Lunesta Ad Campaign – A Major Success
Gardasil DTC Ad Campaigns – Best Ads, Low Returns


Impact of DTC Advertising on Clinical Care
DTCA Offers Valuable Medical Information to Public
Effect of DTC on Patient-Physician Communication Remains Ambiguous
Appropriate Candidate Selection – A Key Requirement for DTC
DTC Spending Leads to Increase in Drug Prices – A False Notion

Table 8. Top Five Selling Drugs in the US and their DTC Spending: 2007

Incremental Revenues Drive DTC Ad Spend
Potential Market and Competition, and Not DTC, Determine Drug Prices
DTC Spillover into Canada – A Menace to Regulatory Regime


US Regulations on DTC
FDA Categorization of DTC Pharmaceutical Advertising
A Historical Perspective of DTC Regulations
FDA Guidelines on DTC Print Advertisement of Drugs
FDA Guidelines on DTC Broadcast Advertisement of Drugs
Distinction Between FDA Regulations on DTC Drug and Device Advertising
FDA’s 1997-2004 Review on DTC Leads to Mixed Conclusions
Major Historical Developments in the US Legislations and Regulations on Pharmaceutical Marketing and Advertising
FDA Proposes New Rules on Interpretation of Regulations on Broadcast Ads
PhRMA Guiding Principles on DTC Advertising
Salient Guidelines for DTC Advertising Delineated by PhRMA
PhRMA’s Revised Guidelines Invokes Mixed Responses
FDA to Study Inclusion of Quantitative Details in DTC Advertisements
FDA Launches ‘Bad Ad Program’, Industry Vents Concerns
FDA in Action Mode Amid Wide Concerns; Number of FDA Warning Letters Rise
Warning Letters Issued by DDMAC in 2011
Warning Letters Issued by DDMAC in 2010
Warning Letters Issued by DDMAC in 2009


New Zealand
DTC Advertising Regulations in New Zealand – An Overview
Industry Self Regulation on DTC – A Major Driver
DTC Regulation in the New Zealand Versus the US
A Brief Comparison of Regulatory Requirements on Content in DTC Advertising in the US and New Zealand
The Road Ahead for DTC Advertising in New Zealand
Earlier Reviews Fail to Approve DTC Advertising in the Country
The Therapeutic Products Authority
Canadian Pharmaceutical Ad Spending – A Historic Perspective

Table 9. Leading Canadian Pharmaceutical Brands by Advertising Spending: 2001-2006 (includes corresponding Graph/Chart)
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)

Policy Revisions Pave Way for Partiasl Relaxation of DTC Laws
The Unique Stature of Canadian Policy on DTC Advertising
The Present State of Pharmaceutical DTC Advertising in Europe
Several Efforts to Allow DTC Advertising in Europe Go in Vain
Of late Some Headway Emerges
Latest Proposal to Approve Limited DTC Offers Some Hope
New Avenues for Communication to Shape Future of DTC


An Introduction to Direct-To-Consumer Advertising
How Is Pharma DTC Different?
Major Advantages of DTC Advertising
DTC Advertising - A Powerful Tool for Disseminating Information
Detailing Versus DTC Advertising

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)


Takeda Launches Gout Awareness Campaign
Boehringer Ingelheim Initiates Pradaxa DTC Campaign
Bayer Airs DTC Ad Campaign for Canesten
Sunovion Launches New Lunesta Ad Campaign
Pfizer Unveils Black Friday Campaign for Advil Congestion Relief
sanofi-aventis Launches a Diabetes Awareness Campaign
AstraZeneca and BMS Launch New DTC Campaign for Onglyza
GSK Launches DTC Ads for Lovaza
GSK Debuts Three New Advertisements on Cervical Cancer Awareness
Boehringer Ingelheim Launches Drive4COPD Campaign
Shire Creates A Twitter Page for ADHD Disease Awareness
AstraZeneca Launches First Ad Campaign for Seroquel XR
Novo Nordisk Ropes in Celebrities for Diabetes Awareness Campaign
Pfizer Rolls Out New DTC Campaign for Chantix
Galderma Launches New Ad Campaign for Rosacea Treatment Drug, Oracea
GSK Rolls Out DTC Ad Campaign for Treximet
Pfizer Rolls Out New Print Ad Campaign for Chantix to Address Safety Concerns
Takeda and Sucampo Launch DTC Ad Campaign for AMITIZA®
Boehringer Ingelheim Launches Mirapex DTC Ad Campaign
Eli Lilly Airs New Television Ad for Cymbalta


Healthline Networks and HCPlexus Enter into Strategic Partnership
Ogilvy CommonHealth and Ogilvy Healthworld Merge
DDMAC Issues Letter to Sepracor for Lunesta TV Ad
DDMAC Issues Letter for Eisai’s Aricept TV Advertisements
FDA Hands Out Letter for Bayer’s New Approach to Promote Mirena®
FDA Issues Letter to Eli Lilly for Violative Cymbalta Ads
FDA Issues Warning Letter to Amgen for Sensipar Brochure
FDA Shoots Warning Letter to Bayer for Yaz DTC Advertisements


Abbott Labs (US)
Allergan, Inc. (US)
Amgen, Inc. (US)
AstraZeneca Plc. (US)
Bayer Healthcare Pharmaceuticals Inc. (US)
Boehringer Ingelheim GmbH (Germany)
Bristol-Myers Squibb Company (US)
Eli Lilly and Company (US)
F. Hoffmann–La Roche Ltd. (Switzerland)
GlaxoSmithKline Plc. (UK)
Merck & Co., Inc. (US)
Novartis International AG (Switzerland)
Otsuka America Pharmaceutical, Inc. (US)
Pfizer, Inc. (US)
sanofi-aventis (US)


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)
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)
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)

Total Companies Profiled: 63 (including Divisions/Subsidiaries - 74)
The United States
The United Kingdom
Rest of Europe
Middle East
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