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Spending on the promotion of prescription drugs has increased significantly in recent years, closing at $12.5 billion in 2001. Following the
relaxation of FDA regulations on DTC advertising, the resulting boom in prescription drug advertisement to consumers led to significant growth in the
prescription drug promotion market.
Expenditure on direct-to-consumer advertising of prescription medicines in the U.S was approximately $2.5 billion in 2000 alone. Detailing
accounted for approximately 85 per cent of promotional spending.
Companies promote their brand name prescription products by a number of channels including
- physician detailing
- DTC advertising
- trade journal
- Internet
- broadcast advertisements
At the peak of the advertising boom, the growth of promotional spending in the U.S. pharmaceutical industry was approximately 23.8 per cent in
1999. Advertising expenditure is projected to rise to approximately $33 billion by 2005. New channels for product promotion such as e-detailing is
rapidly emerging. As the EU relaxes legislation on DTC advertising in Europe, cyberspace promotion of prescription therapeutics is set to become a key
marketing strategy.
This new 160+ page report includes:
- analyses of recent trends in worldwide & regional markets
- information on leading advertising agencies and pharmaceutical companies
- 37 tables showing the latest industry figures
- predictions and forecasts
- recent developments in the global pharmaceutical industry
- detailed analyses of emerging markets
- 35 multi-colored graphs
- 17 boxes of key industry facts & figures
Can you afford to be without this report?
In this report you will:
- Discover which key players have the greatest promotional expenditure
- Find out whether DTC advertising will be permitted in EU countries
- Ascertain who are the leading advertising agencies promoting mega-brands?
- Identify the key regulatory issues in each regional market
- Recognize the important role the Internet will play in the future of drug promotion?
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