• 2004 DTC Spending in Detail
• 2003 Spending in Detail
• 2002 DTC Marketing Spending
• Promotional Spending in Context: Comments on “Total” Industry Spending Figures
• DTC Marketing Return on Investment Analyses
• Comment on ROI Study Limitations
• DTC marketing and the Drug Pricing Debate

chapter Three: DTC Campaign Examples and Reviews

• Branded Pharmaceutical and Biopharmaceutical Ads
• DTC marketing for Generic Drugs
• Disease Awareness Ads
• DTC marketing of a Cosmeceutical
• Medical Devices and Other Products
• DTC Marketing of Genetic Testing
• Reviews and Critiques of Recent DTC Marketing Campaigns

Chapter Four: Regulatory Environment and Issues

• U.S. DTC Advertising Regulations
  • FDA Enforcement Actions
  • February 2004 FDA Draft Guidance
  • Reaction to the February 2004 Draft Guidance
  
  
  • International DTC Marketing Regulations and Activities
  • Europe
  • Canada
  • New Zealand and Australia

Chapter Five: DTC Marketing Implementation Issues

• Messages, Objectives and Targets
• DTC Marketing Channels and Formats
  • Print Ads
  • Online DTC marketing
  • Other DTC marketing Channels
  
  
• Value-Based DTC Marketing Programs
• The Use of Celebrities in DTC marketing
• Integrating DTC Marketing with Other Marketing Elements
• Industry Movement Toward Customer Relationship Marketing

Chapter Six: Impact on Consumers

• DTC Marketing Proponent Arguments on Positive DTC Marketing Impact
• DTC Marketing Critics Arguments on Negative Impact of DTC Marketing
• Major Surveys Regarding the Impact of DTC Marketing on Consumers

Chapter Seven: Physician, Professional Society and Managed Care Views

• Major Physician Surveys
• Professional Society Views on DTC Marketing
• Managed Care Views and Counter-Strategies

Chapter Eight: DTC Marketing from the Creative Agency and Marketing Researcher Perspectives

• Creative Agency Point of View
  • Agency Consolidation
  • Cost Reduction
  • Agency Selection: Capabilities, Reach, Experience
  • The Marketing Researcher Point of View
    • Customer Insight Research
    • Enforcment and DDMAC

Chapter Nine: Conclusions and Predictions

• Potential DTC Marketing Spending Scenarios 2005-2007

list of exhibits

Chapter Two: Direct-to-Consumer Marketing Spending

• Table 2-1: Direct-to-Consumer Advertising Spend for Branded Pharmaceuticals‡ 1998-2003
• Table 2-2: Ad Spend by Media, Television vs Print 1993-1999
• Table 2-3: DTC Spending by the Top 10 Spending Companies First Six Month of 2004
• Table 2-4: DTC Spend Breakdown by Type (Brands, Corporate Image, or Disease Awareness) Q1 2004
• Figure 2-1: Estimate of 2004 DTC Ad Spend Proportion by Media Channel (Network, Cable, Print, and Other)*
• Table 2-5: DTC Spending by the Top 10 Spending Companies First Three Months of 2004
• Table 2-5: DTC Spending by the Top 10 Spending Brands First Three Months of 2004
• Table 2-6: 2003 DTC Spend Breakdown by Type (Brands, Corporate Image, or Disease Awareness)
• Figure 2-2: 2003 DTC Ad Spend Proportion by Media Channel (Network, Cable, Print, and Other)
• Table 2-7: DTC Spending by the Top 10 Spending Brands 2003
• Figure 2-3: Share of Promotional Spending by Type (Samples, Detailing, DTC, and Journal Advertisement) 2003
• Table 2-8: Top 10 Brands by U.S. Sales, Professional Promotional Spending, and DTC Promotional Spending 2003
• Table 2-9: Top 10 Marketers by U.S. Sales, Total Promotional Spending, and DTC Promotional Spending 2003
• Table 2-10: DTC Spending by the Top 10 Spending Brands 2002
• Table 2-11: DTC Spending by the Top 10 Spending Companies 2002
• Table 2-12: DTC Spending as a Proportion of Total Promotion and Research and Development 1997-2001

chapter Three: DTC Campaign Examples and Reviews

• Table 3-1: Major Brands with Current DTC Marketing Campaigns

Chapter Five: DTC Marketing Implementation Issues

• Table 5-1: Online Prescription Drug Advertising Spending vs Number of Consumers Seeking Health Information on the Web 2001-2003
• Table 5-2: Value-Based DTC Marketing Programs, 2004
• Table 5-2: DTC Marketing Programs Employing Celebreities

Chapter Six: Impact on Consumers

• Table 6-1: Percentage of Consumers Who Call or Visit a Doctor After DTC Advertising by Source
• Table 6-2: Percentage of Patients Receiving Asked for Drug

Chapter Seven: Physician, Professional Society and Managed Care Views

• Table 7-1: Brand Name Drugs Most Often Subject to Prior Authorization Requirements by MCOs*

Chapter Nine: Conclusions and Predictions

• Figure 9-1: DTC Advertising Spending and Forecasts 2003-2007