Direct-to-Consumer Pharmaceutical Marketing 2005: Controversies Continue

 
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Published Apr 1, 2005 | 114 Pages | Pub ID: KLI1030057

This timely overview of direct to consumer (DTC) pharmaceutical marketing examines the numerous issues surrounding DTC practices and markets, using industry and consumer publications as well as interviews with industry experts. The topics examined include:
  • DTC marketing spending by product,
  • DTC marketing spending by company
  • DTC marketing spending by media channel
  • The ROI debate on the cost-effectiveness of DTC marketing expenditures
  • Arguments for and against DTC marketing by its proponents and critics
  • DTC marketing regulations in the U.S. and selected international markets
  • Physician, professional society, and managed care views on DTC marketing
  • DTC’s impact on consumers
  • DTC marketing campaign examples and reviews, and
  • Implementation issues from the pharmaceutical company, creative agency, and marketing researcher perspectives.

The report concludes with potential scenarios for the future of DTC marketing and includes predictions by industry executives and experts who agree that, especially after the withdrawal of Vioxx and the FDA suspension of Celebrex DTC advertising, the future of DTC marketing will not be more of the same.

Chapter one: Introduction
Chapter Two: Direct-to-Consumer Marketing Spending
  • 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    • February 2004 FDA Draft Guidance
    • Reaction to the February 2004 Draft Guidance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

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