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How much is being spent on DTC promotion? |
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Consumer spending for ethical drugs on TV, in magazines and for radio/newspapers totaled almost $3.25 billion
in 2003. Another $250 million was spent on pharmaceutical corporate advertising.
Of the $3.25 billion spent on consumer advertising for ethical drugs during 2003, approximately sixty-six percent (66%) was for TV ads while 29% was spent for magazines. The balance (5%) was for other expenditures such as radio and newspaper ads. Four drug categories (allergy, heartburn, mood disorders and cholesterol) account for almost 50% of the $3.25 billion spent in 2003. Of the four shown in the following table, the heartburn category places a significantly higher percentage of its total spend (74%) on TV, while the cholesterol market invests considerably less (58%). Conversely, only 20% of heartburn DTC advertising is in magazines, while the cholesterol category directs 37% of its total into this segment. The allergy and mood disorder markets are more likely to mimic the national averages.
Of note is that in addition to the $3.25 billion spent on ethical drugs, another $250 million is invested
in so-called pharmaceutical corporate (non-branded) advertising. That brings the total consumer spend to
$3.5 billion, an amount which is approximately seven times that of ethical journal advertising.
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