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DOMAIN EXPERT ENGAGEMENTS

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POOL + OUTREACH

Interactions with Platform & by Email *

INTERACTIONS

Unique # Participated *

PARTICIPANTS

Responses Validated *

VALIDATIONS

* Platform engagements are dynamic. Stats are published quarterly.


  •  CODE

  •  PAGES

  •  DATE

  •  PRICE

    $

  •  DATA EXHIBITS

    125


TABLE OF CONTENTS


   Pages :    | $

   Study Reliability and Reporting Limitations.....I-1  
   Disclaimers.....I-2
Data Interpretation & Reporting Level.....I-2
  
   Quantitative Techniques & Analytics.....I-3
Product Definitions and Scope of Study.....I-3
  
   Market Scenario At A Glance.....II-4
DTC Advertising of Prescription Drugs – An Area Laced with Controversies.....II-4
1$100
   High Volatility Typifies Current DTC Ad Spending Market.....II-51$100
   Current & Future Analysis.....II-6
DTC Spending to Witness Sizeable Growth Ahead.....II-6
Ad Spending Witnesses Changes in Media Mix.....II-6
1$100
   Analysis by Segment.....II-7
Television.....II-7
Cable TV Gains Prominence in Television DTC Ad Spending.....II-7
1$100
   Table 1: DTC Television Ad Spending for Prescription Pharmaceuticals in the US by Category (2008 & 2009): Value Breakdown of Ad Spending in US$ Million for Network TV, Syndicated TV, and Cable TV (includes corresponding Graph/Chart).....II-8
Print Media.....II-8
National Magazines Lead the Roost in Magazine Ad Spending.....II-8
1$350
   Table 2: DTC Print Media Ad Spending for Prescription Pharmaceuticals in the US by Category (2008 & 2009): Value Breakdown of Ad Spending In US$ Millions for National Magazines, Newspapers, and Local Magazines (includes corresponding Graph/Chart).....II-9
Internet.....II-9
Pharmaceutical Internet Ad Spending Soars.....II-9
1$350
   Internet – An Untapped Channel for DTC Advertising.....II-10
The Road Ahead for DTC.....II-10
1$100
   Significant Opposition Exists for DTC in the US.....II-11
What Motivates DTC Ad Spending Amid Criticism?.....II-11
Conventional Media Versus Digital Media.....II-11
1$100
   The Emergence of Broadcast DTC Advertising.....II-12
Move Towards Highly Content Specific Information Mass Media – A Key Strategy.....II-12
1$100
   Enhanced Positioning of Impact.....II-13
The Benefits of Digital Media.....II-13
Market Factors Affect Choice of Media in DTC.....II-13
1$100
   DTC Advertising Remains Limited to Few Drug Classes.....II-14
New Drugs Attract More DTC Spending.....II-14
Timing of Advertisements - A Crucial Factor for Success.....II-14
1$100
   Need for Altering Strategies On the High.....II-15
Major Factors Influencing Success of A DTC Campaign.....II-15
1$100
   Web and Social Media Crucial for DTC Advertising.....II-161$100
   Digital Media Lures Pharmaceutical Advertisers.....II-17
Mobile Devices – An Interesting New Media Outlet.....II-17
1$100
   Mobile Marketing Set to Storm Pharmaceutical Industry.....II-18
Mobile Marketing – Not Devoid of Issues.....II-18
Studies Corroborate Concerns Over DTC-Induced Rise in Healthcare Expenditure.....II-18
1$100
   Pharma Companies Apprehensive on Future of DTC.....II-19
Proposed DTCA Guidelines to Alleviate Concerns.....II-19
1$100
   Potential Implications of the Policies.....II-201$100
   Pfizer Reigns DTC Ad Spend Market.....II-21 1$100
   Table 3: DTC Ad Spending by Major Pharmaceutical Companies (2008 & 2009): Annual DTC Spending in US$ Million for Pfizer, AstraZeneca, Eli Lilly, Merck, GlaxoSmithKline, Otsuka, Boehringer Ingelheim, sanofi-aventis, BMS/Sanofi-Aventis, and Baye (includes corresponding Graph/Chart).....II-221$350
   Pfizer Apportions DTC Spending to Old and New Drugs.....II-23
Lipitor – The Leading Brand in DTC Ad Spending.....II-23
1$100
   Table 4: DTC Ad Spending on Major Pharmaceutical Brands (2007-2009): Annual DTC Spending in US$ Million for Lipitor, Abilify, Advair Diskus, Cymbalta, Cialis, Lyrica, Plavix, Symbicort, Ambien CR, and Crestor (includes corresponding Graph/Chart).....II-241$350
   Table 5: DTC Ad Spending on Major Over-the-Counter (OTC) Brands (2008 & 2009 - A Perspective Builder): Annual Ad Spending in US$ Million for Zyrtec, Alli, Claritin, Advil, NyQuil, Aleve, Hydroxycut, SoyJoy, Nicorette, Children’s Tylenol (includes corresponding Graph/Chart).....II-25
Increasing Competition Leads to Lower DTC Ad Spending.....II-25
1$350
   More Educative Role to Alter Perception on DTC.....II-26
FDA Steps on the Gas as Pressure from Consumer Groups Builds.....II-26
Stringent Regulations to Make DTC More Transparent.....II-26
1$100
   Smart Phones – A New Age Tool for Drug Marketers.....II-27
New Drug Launches Spur Ad Spending.....II-27
1$100
   DTC Spending Attracts More Average Investment.....II-28 1$100
   Table 6: US DTC Ad Spending by Leading Drug Classes (2008) (includes corresponding Graph/Chart).....II-29
Targeting Qualified Consumers – An Emerging Trend .....II-29
1$350
   Anti-DTC Campaigners Gear Up Against DTC.....II-30
Would Television Face the Heat of Regulatory Changes?.....II-30
DTC Marketers Embrace Internet.....II-30
1$100
   Internet – The Emerging Battlefield for Pharma Marketing.....II-31
Increasing Popularity of Internet for Healthcare Information.....II-31
1$100
   Medical Websites Continue to Dominate Online Visits for Health Information.....II-32
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).....II-32
Branded Websites to Prevail Even in Tighter Regulatory Environment.....II-32
Growing Importance of Emerging Media Outlets.....II-32
1$350
   Arthritis Drug Manufacturers Alter Ad Messages for Enhanced Awareness.....II-33
Most Brands in Osteoporosis Segment Cut DTC Ad Spending.....II-33
1$100
   Viagra’s Ad Campaign – An Illustrative Strategy to DTC Approach.....II-34
The Flomax’s Advertising Success Story.....II-34
1$100
   Pfizer Strikes Gold with Lyrica’s Ad Campaign.....II-35
Symbicort’s Ad Campaign Helps AstraZeneca Grab Substantial Share from Advair.....II-35
1$100
   Pfizer Modifies Lipitor Ad After Criticism on Featuring A Celebrity as A
  Doctor.....II-36
Lipitor’s Ad Issue Prompts Congress to Probe Other Ads Using Celebrities.....II-36
Rozerem’s Ad Campaign Creates Huge Buzz but Lower Returns.....II-36
1$100
   The Other Side of Fanciful Ad for Rozerem.....II-37
Rozerem’s DTC Ad with Children Irks FDA, Takeda Withdraws Advertisement.....II-37
Vioxx’ DTC Advertising Lands Merck into A Legal Tangle.....II-37
1$100
   Merck Settles Cases Against Vioxx Ad Campaign.....II-38
Botox’s Reminder Ads Highlight Regulatory Loopholes.....II-38
1$100
   Takeda’s Disease-Awareness Ads for Gout – Clear and Crisp.....II-39
AstraZeneca’s Seroquel XR Ad Lacks the Fizz.....II-39
Lunesta Ad Campaign – A Major Success.....II-39
1$100
   Gardasil DTC Ad Campaigns – Best Ads, Low Returns.....II-401$100
   Impact of DTC Advertising on Clinical Care.....II-41
DTCA Offers Valuable Medical Information to Public.....II-41
Effect of DTC on Patient-Physician Communication Remains Ambiguous.....II-41
Appropriate Candidate Selection – A Key Requirement for DTC.....II-41
1$100
   DTC Spending Leads to Increase in Drug Prices – A False Notion.....II-42
Table 8: Top Five Selling Drugs in the US and their DTC Spending: 2007 (includes corresponding Graph/Chart).....II-42
1$350
   Incremental Revenues Drive DTC Ad Spend.....II-43
Potential Market and Competition, and Not DTC, Determine Drug Prices.....II-43
DTC Spillover into Canada – A Menace to Regulatory Regime.....II-43
1$100
   US Regulations on DTC.....II-44
FDA Categorization of DTC Pharmaceutical Advertising.....II-44
A Historical Perspective of DTC Regulations.....II-44
1$100
   FDA Guidelines on DTC Print Advertisement of Drugs.....II-45
FDA Guidelines on DTC Broadcast Advertisement of Drugs.....II-45
Distinction Between FDA Regulations on DTC Drug and Device Advertising.....II-45
1$100
   FDA’s 1997-2004 Review on DTC Leads to Mixed Conclusions.....II-461$100
   Major Historical Developments in the US Legislations and Regulations on Pharmaceutical
  Marketing and Advertising.....II-47
1$100
   FDA Proposes New Rules on Interpretation of Regulations on Broadcast Ads.....II-48
PhRMA Guiding Principles on DTC Advertising.....II-48
Salient Guidelines for DTC Advertising Delineated by PhRMA.....II-48
2$175
   PhRMA’s Revised Guidelines Invokes Mixed Responses.....II-50
FDA to Study Inclusion of Quantitative Details in DTC Advertisements.....II-50
1$100
   FDA Launches ‘Bad Ad Program’, Industry Vents Concerns.....II-51
FDA in Action Mode Amid Wide Concerns; Number of FDA Warning Letters Rise.....II-51
1$100
   Warning Letters Issued by DDMAC in 2011.....II-521$100
   Warning Letters Issued by DDMAC in 2010.....II-531$100
   Warning Letters Issued by DDMAC in 2009.....II-543$225
   New Zealand.....II-57
DTC Advertising Regulations in New Zealand – An Overview.....II-57
Industry Self Regulation on DTC – A Major Driver.....II-57
1$100
   DTC Regulation in the New Zealand Versus the US.....II-58
A Brief Comparison of Regulatory Requirements on Content in DTC Advertising in the US
  and New Zealand.....II-58
The Road Ahead for DTC Advertising in New Zealand.....II-58
1$100
   Australia.....II-59
Earlier Reviews Fail to Approve DTC Advertising in the Country.....II-59
The Therapeutic Products Authority.....II-59
1$100
   Canada.....II-60
Canadian Pharmaceutical Ad Spending – A Historic Perspective.....II-60
Table 9: Leading Canadian Pharmaceutical Brands by Advertising Spending: 2001-2006 (includes corresponding Graph/Chart).....II-60
1$350
   Table 10: DTC Pharmaceutical Ad Spending in Canada by Media Channel (2004-2006): Spending in US$ Million for TV & Radio, Print Media, and Outdoor Media (includes corresponding Graph/Chart).....II-61
Policy Revisions Pave Way for Partiasl Relaxation of DTC Laws.....II-61
The Unique Stature of Canadian Policy on DTC Advertising.....II-61
1$350
   Europe.....II-62
The Present State of Pharmaceutical DTC Advertising in Europe.....II-62
Several Efforts to Allow DTC Advertising in Europe Go in Vain.....II-62
1$100
   Of late Some Headway Emerges.....II-631$100
   Latest Proposal to Approve Limited DTC Offers Some Hope.....II-64
New Avenues for Communication to Shape Future of DTC.....II-64
1$100
   An Introduction to Direct-To-Consumer Advertising.....II-65
How Is Pharma DTC Different?.....II-65
Major Advantages of DTC Advertising.....II-65
1$100
   DTC Advertising - A Powerful Tool for Disseminating Information.....II-66
Detailing Versus DTC Advertising.....II-66
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).....II-66
1$350
   Takeda Launches Gout Awareness Campaign.....II-67
Boehringer Ingelheim Initiates Pradaxa DTC Campaign.....II-67
Bayer Airs DTC Ad Campaign for Canesten.....II-67
1$100
   Sunovion Launches New Lunesta Ad Campaign.....II-68
Pfizer Unveils Black Friday Campaign for Advil Congestion Relief.....II-68
sanofi-aventis Launches a Diabetes Awareness Campaign.....II-68
AstraZeneca and BMS Launch New DTC Campaign for Onglyza.....II-68
1$100
   GSK Launches DTC Ads for Lovaza.....II-69
GSK Debuts Three New Advertisements on Cervical Cancer Awareness.....II-69
Boehringer Ingelheim Launches Drive4COPD Campaign.....II-69
Shire Creates A Twitter Page for ADHD Disease Awareness.....II-69
1$100
   AstraZeneca Launches First Ad Campaign for Seroquel XR.....II-70
Novo Nordisk Ropes in Celebrities for Diabetes Awareness Campaign.....II-70
Pfizer Rolls Out New DTC Campaign for Chantix.....II-70
Galderma Launches New Ad Campaign for Rosacea Treatment Drug, Oracea.....II-70
1$100
   GSK Rolls Out DTC Ad Campaign for Treximet.....II-71
Pfizer Rolls Out New Print Ad Campaign for Chantix to Address Safety Concerns.....II-71
Takeda and Sucampo Launch DTC Ad Campaign for AMITIZA®.....II-71
1$100
   Boehringer Ingelheim Launches Mirapex DTC Ad Campaign.....II-72
Eli Lilly Airs New Television Ad for Cymbalta.....II-72
1$100
   Healthline Networks and HCPlexus Enter into Strategic Partnership.....II-73
Ogilvy CommonHealth and Ogilvy Healthworld Merge.....II-73
DDMAC Issues Letter to Sepracor for Lunesta TV Ad.....II-73
1$100
   DDMAC Issues Letter for Eisai’s Aricept TV Advertisements.....II-74
FDA Hands Out Letter for Bayer’s New Approach to Promote Mirena®.....II-74
FDA Issues Letter to Eli Lilly for Violative Cymbalta Ads.....II-74
1$100
   FDA Issues Warning Letter to Amgen for Sensipar Brochure.....II-75
FDA Shoots Warning Letter to Bayer for Yaz DTC Advertisements.....II-75
1$100
   Abbott Labs (US).....II-76
Allergan, Inc. (US).....II-76
1$100
   Amgen, Inc. (US).....II-77
AstraZeneca Plc. (US).....II-77
Bayer Healthcare Pharmaceuticals Inc. (US).....II-77
1$100
   Boehringer Ingelheim GmbH (Germany).....II-78
Bristol-Myers Squibb Company (US).....II-78
1$100
   Eli Lilly and Company (US).....II-79
F. Hoffmann–La Roche Ltd. (Switzerland).....II-79
GlaxoSmithKline Plc. (UK).....II-79
1$100
   Merck & Co., Inc. (US).....II-80
Novartis International AG (Switzerland).....II-80
1$100
   Otsuka America Pharmaceutical, Inc. (US).....II-81
Pfizer, Inc. (US).....II-81
1$100
   sanofi-aventis (US).....II-821$100
   Table 12: The US Recent Past, Current, and Future Analysis for Direct-to-Consumer (DTC) Advertising in Pharmaceuticals by Media Channel – Internet Advertising, Print Media, Television, and Other Media Channel Independently Analyzed with Annual Spending Figures in US$ Million for Years 2009 through 2017 (includes corresponding Graph/Chart).....II-831$350
   Table 13: The US Historic Review for Direct-to-Consumer (DTC) Advertising in Pharmaceuticals by Media Channel - Internet Advertising, Print Media, Television, and Other Media Channel Independently Analyzed with Annual Spending Figures in US$ Million for Years 2003 through 2008 (includes corresponding Graph/Chart).....II-841$350
   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).....II-851$350
    
 
 


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