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Direct to Consumer (DTC) Advertising in Pharmaceuticals - Shift from Traditional Mass-Media Platforms towards Personalization via Online and Social Media

GBI Research
Published Date » 2012-07-10
No. Of Pages » 62
   
 GBI Research, the leading business intelligence provider, has released its latest research, Direct to Consumer (DTC) Advertising in Pharmaceuticals Shift from Traditional Mass-Media Platforms towards Personalization via Online and Social Media, which provides insights into the up-and-coming trends of DTC advertising in the US and of awareness campaigns in Europe. The report provides an in-depth analysis of the types of marketing channels available to pharmaceutical marketers. In particular it focuses on how pharmaceutical marketers can make the most of digital media channels, including online advertising and social media. 
   
 The report is built using data and information sourced from proprietary databases, primary and secondary research and in-house analysis by GBI Researchs...
Table of Contents

1 Table of Contents
1 Table of Contents 5
1.1 List of Tables 6
1.2 List of Figures 7

2 Direct to Consumer (DTC) Advertising in Pharmaceuticals -Introduction 8

3 Direct to Consumer (DTC) Advertising in Pharmaceuticals Media Types 11

3.1 Traditional Media Types 13
3.1.1 Television 13
3.1.2 Print 17
3.1.3 Other 18
3.2 Online and Social Media 18
3.2.2 Advertisement Placement 20
3.2.3 Twitter 21
3.2.4 Facebook 27
3.2.5 YouTube 27
3.3 Mobile 28
3.3.1 The Importance of a Mobile-enabled Website 28
3.3.2 Applications 28
3.4 Managing Media Types 29
3.4.1 Increasing and Measuring ROI of Social Media 29
3.4.2 Choosing the Correct Media Mix 36

4 DTC Advertising in the US 39
4.1 Introduction 39
4.1.1 History of DTC in the US 39
4.1.2 Impact of DTC in the US 41
4.1.3 Current DTC US Market 42
4.2 FDA Regulations 44
4.2.1 2011 Guidance for Industry the FDAs Response to Social Media Use 44
4.2.2 45-Day Ad Review 45
4.3 Innovative Campaign Examples 46
4.3.1 Lantus (Insulin Glargine) Sanofi US 46
4.3.2 Spiriva Boehringer Ingelheim Pharmaceuticals Inc. 46
4.4 Controversial Campaign Examples 47
4.4.1 Copaxone (Glatiramer Acetate) Teva Pharmaceutical Industries 47
4.4.2 Victoza (Liraglutide [rDNA Origin] Injection) Novo Nordisk A/S 49

5 European Union 51
5.1 Introduction 51
5.2 EU Regulations for DTC Advertising 51
5.2.1 High Level Pharmaceutical Forum A Move to Push Branded DTC Advertising in Europe 52
5.2.2 EC Proposal on Restricted Branded Advertising Possible Entry Point for DTC Advertising Penetration in the Continent 52
5.2.3 Budget Cuts and National Health Services 53
5.2.4 Awareness Campaigns 53
5.3 Conclusion 54

6 Other Markets 55
6.1 New Zealand 55
6.2 Trans-Tasman Initiative 55

7 Conclusion 56

8 Key Takeaway 57

9 Appendix 58

9.1 Market Definitions 58
9.2 Social Media Definitions 58
9.3 Abbreviations 59
9.4 Sources 59
9.5 Research Methodology 60
9.5.1 Coverage 60
9.5.2 Secondary Research 61
9.5.3 Primary Research 61
9.5.4 Competitive Landscape 61
9.5.5 Expert Panel Validation 62
9.6 Contact Us 62
9.7 Disclaimer 62

List of Tables


Table 1: Direct to Consumer Advertising in Pharmaceuticals, Media Type Comparisons 12
Table 2: Differences in the US and Europe Healthcare System in the Context of DTC Advertising 51

List of Figures


Figure 1: Direct to Consumer Advertising in Pharmaceuticals, DTC Spend by Therapeutic Class,%, 2011 9
Figure 2: Direct to Consumer Advertising in Pharmaceuticals, Total Promotional Spending on Prescription Drugs, $bn, 19962011 10
Figure 3: Direct to Consumer Advertising in Pharmaceuticals , DTC Average Budget Allocation, DTC Expenditure on Top Three Media Types, %, 2010 11
Figure 4: Direct to Consumer Advertising in Pharmaceuticals, FDA Guidelines on DTC Marketing of Pharmaceuticals, 2009 14
Figure 5: Direct to Consumer Advertising in Pharmaceuticals, Factors Influencing Decrease in DTC Spending, 20072011 16
Figure 6: Direct to Consumer Advertising in Pharmaceuticals, Proliferation of Brand Message Through Word of Mouth 19
Figure 7: Direct to Consumer Advertising in Pharmaceuticals, Top 10 Most Visited Social Network Sites in the US, 2011 20
Figure 8: Direct to Consumer Advertising in Pharmaceuticals, Twitter Account Information 15 Major Pharmaceutical Users 22
Figure 9: Direct to Consumer Advertising in Pharmaceuticals, Most Commonly Tweeted Topic for Pharmaceutical Accounts 23
Figure 10: Direct to Consumer Advertising in Pharmaceuticals, Tweet Topics AstraZenecas Tweet Chat, 2011 24
Figure 11: Direct to Consumer Advertising in Pharmaceuticals, AstraZeneca, Consumer Sentiment During Twitter Chat, 2011 25
Figure 12: Direct to Consumer Advertising in Pharmaceuticals, Tweet Topics Shires @ADHDSupport 26
Figure 13: Direct to Consumer Advertising in Pharmaceuticals, Types of YouTube Advertisement 28
Figure 14: Direct to Consumer Advertising in Pharmaceuticals, Campaign Reach 31
Figure 15: Direct to Consumer Advertising in Pharmaceuticals, Campaign Engagement 32
Figure 16: Direct to Consumer Advertising in Pharmaceuticals, Campaign Attention 33
Figure 17: Direct to Consumer Advertising in Pharmaceuticals, Campaign Positive Sentiment, % 33
Figure 18: Direct to Consumer Advertising in Pharmaceuticals, Social Media Promotion to Prescription 34
Figure 19: Direct to Consumer Advertising in Pharmaceuticals, Factors for Budget Allocation and Media Mix 36
Figure 20: Direct to Consumer Advertising in Pharmaceuticals, Percentage Change of National Health Expenditure, 19702010 41
Figure 21: Direct to Consumer Advertising in Pharmaceuticals, US DTC Spend by Company, $m, 2011 42
Figure 22: Direct to Consumer Advertising in Pharmaceuticals, Percentage Change in US DTC Spend by Company, 2010 2011 42
Figure 23: Direct to Consumer Advertising in Pharmaceuticals, US DTC Spend by Brand, $m, 2011 43
Figure 24: Direct to Consumer Advertising in Pharmaceuticals, Percentage Change in US DTC Spend by Brand, 20102011 43
Figure 25: Direct to Consumer Advertising in Pharmaceuticals, Team Copaxone Campaign Regulation Breaching Statements 48
Figure 26: Royal Pharmaceutical Society of Great Britain on EU Proposal to Allow Restricted Branded DTC Advertising 53

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