DTC pharmaceutical marketing online: Slow Shift to a digital
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The pharmaceutical industry is one of the largest US advertisers. In spite of shifting regulatory hurdles and economic malaise, direct-to-consumer (DTC) ad spending on prescription drugs increased in 2009, largely on the strength of blockbuster brand promotion in traditional mass-market media.
US Pharmaceutical and Healthcare Industry Online Ad Spending, 2009-2014 (billions and % change)US Online Healthcare and Pharma Ad SpendingUS Pharmaceutical and Healthcare Industry Online Ad Spending, 2009-2014US Interactive Marketing* Spending for the Health and Pharmaceutical Industry, 2009-2014 (billions)Pharmaceutical Sponsored-Link Exposure Among US Internet Users, March-June 2009 (thousands)US Pharmaceutical Market: The Big PicturePharmaceutical Marketing SpendingUS Direct-to-Consumer (DTC) Pharmaceutical Advertising Spending, 2005-2009 (billions)US Prescription Drug Direct-to-Consumer (DTC) Advertising Spending, 2005-2009 (billions)US Adults Who Recall Seeing/Hearing an Ad* for a Prescription Medication, 2006-2009 (% of respondents)Perceived Effectiveness of Direct-to-Consumer (DTC) Marketing, 2009 & 2010 (% of US pharma industry professionals)Top 20 US Pharmaceutical Companies, Ranked by Total Promotional Spending, 2009 (millions and % change)Top 20 Direct-to-Consumer (DTC) Pharmaceutical Advertisers in the US, Ranked by Spending, 2009 (millions and % change)Top 20 Pharmaceutical Brands Advertised Direct-to-Consumer (DTC) in the US, 2009 (thousands and % change)DTC Media Mix: A Slow Shift to DigitalUS Direct-to-Consumer (DTC) Pharmaceutical Advertising Spending, by Media, 2009 (thousands and % change)US Direct-to-Consumer (DTC) Pharmaceutical Ad Spending, by Media, 2008-2009 (millions and % change)Direct-to-Consumer (DTC) Spending Change*, by Channel, 2010 (% of US pharma industry professionals)Image-Based Online Ad Impressions in the US, by Industry, March 2010 (billions)Types of Direct-to-Consumer (DTC) Prescription Medicine Ads Seen Online, Apr 2010 (% of US consumers)US Online Advertising Metrics, by Industry, 2009Average CPM Worldwide for Behaviorally Targeted Online Display Advertising on Ad Networks*, by Industry, Q1-Q4 2009Marketing Tactics that Lead to Health-Related Website Visits, by Site Type, June 2009 (% of US internet users)E-Mail Marketing Click Rates in North America, by Industry, Q1 2010Product Categories for Which Coupons/Incentives Are Important* for Purchase Decisions According to US Internet Users , January 2010 (% of respondents)US Social Network Advertising Spending, by Industry, August 2008 & August 2009 (thousands and % change)Marketing Budget Spent on Social Media, May 2010 (% of pharmaceutical executives worldwide)Reasons for Participating in Health-Related Social Networking Sites, March 2010 (% of US consumers)Branded and Unbranded WebsitesPercent Direct-to-Consumer (DTC) Spending on Branded vs. Unbranded Communications According to US Pharma Industry Professionals, 2010Future Challenges: A Delicate Balancing ActAttitudes Toward Risk/Benefit Info in Direct-to-Consumer (DTC) Ads, Apr 2010 (% of US consumers)US Pharmaceutical and Healthcare Industry Online Ad Spending, 2009-2014US Pharmaceutical and Healthcare Industry Online Ad Spending, 2009-2014 (billions and % change)US Pharmaceutical and Healthcare Industry Online Ad Spending, 2009-2014 (billions and % change)US Pharmaceutical and Healthcare Industry Online Ad Spending, 2009-2014US Interactive Marketing* Spending for the Health and Pharmaceutical Industry, 2009-2014 (billions)Pharmaceutical Sponsored-Link Exposure Among US Internet Users, March-June 2009 (thousands)US Direct-to-Consumer (DTC) Pharmaceutical Advertising Spending, 2005-2009 (billions)US Prescription Drug Direct-to-Consumer (DTC) Advertising Spending, 2005-2009 (billions)US Adults Who Recall Seeing/Hearing an Ad* for a Prescription Medication, 2006-2009 (% of respondents)Perceived Effectiveness of Direct-to-Consumer (DTC) Marketing, 2009 & 2010 (% of US pharma industry professionals)Top 20 US Pharmaceutical Companies, Ranked by Total Promotional Spending, 2009 (millions and % change)Top 20 Direct-to-Consumer (DTC) Pharmaceutical Advertisers in the US, Ranked by Spending, 2009 (millions and % change)Top 20 Pharmaceutical Brands Advertised Direct-to-Consumer (DTC) in the US, 2009 (thousands and % change)US Direct-to-Consumer (DTC) Pharmaceutical Advertising Spending, by Media, 2009 (thousands and % change)US Direct-to-Consumer (DTC) Pharmaceutical Ad Spending, by Media, 2008-2009 (millions and % change)Direct-to-Consumer (DTC) Spending Change*, by Channel, 2010 (% of US pharma industry professionals)Image-Based Online Ad Impressions in the US, by Industry, March 2010 (billions)Types of Direct-to-Consumer (DTC) Prescription Medicine Ads Seen Online, Apr 2010 (% of US consumers)US Online Advertising Metrics, by Industry, 2009Average CPM Worldwide for Behaviorally Targeted Online Display Advertising on Ad Networks*, by Industry, Q1-Q4 2009Marketing Tactics that Lead to Health-Related Website Visits, by Site Type, June 2009 (% of US internet users)E-Mail Marketing Click Rates in North America, by Industry, Q1 2010Product Categories for Which Coupons/Incentives Are Important* for Purchase Decisions According to US Internet Users , January 2010 (% of respondents)US Social Network Advertising Spending, by Industry, August 2008 & August 2009 (thousands and % change)Marketing Budget Spent on Social Media, May 2010 (% of pharmaceutical executives worldwide)Reasons for Participating in Health-Related Social Networking Sites, March 2010 (% of US consumers)Percent Direct-to-Consumer (DTC) Spending on Branded vs. Unbranded Communications According to US Pharma Industry Professionals, 2010Attitudes Toward Risk/Benefit Info in Direct-to-Consumer (DTC) Ads, Apr 2010 (% of US consumers) The pharmaceutical industry is one of the largest US advertisers. In spite of shifting regulatory hurdles and economic malaise, direct-to-consumer (DTC) ad spending on prescription drugs increased in 2009, largely on the strength of blockbuster brand promotion in traditional mass-market media.
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The pharmaceutical industry is one of the largest US advertisers. In spite of shifting regulatory hurdles and economic malaise, direct-to-consumer (DTC) ad spending on prescription drugs increased in 2009, largely on the strength of blockbuster brand promotion in traditional mass-market media.
The internet is helping 175 million US healthcare consumers become more involved in managing their personal health. Increasingly, they are turning to online sources to gather information, seek care, compare diagnoses and find treatments. As consumer discussions of prescription drugs increasingly move online, the opportunity for pharmaceutical players to reach consumers in more targeted ways is growing exponentially.
Yet even as the largest companies and brands improve their internet marketing savvy and launch integrated online programs, internet pharmaceutical activity remains a small component of total US online ad spend. According to eMarketer estimates, online healthcare and pharmaceutical advertising, which includes DTC and over-the counter remedies, will account for only about 4% of total US online ad spending through 2014, despite relatively robust annual growth rates.
Key questions this report answers:
What is the size and scope of the US DTC ad market? How is the marketing media mix changing? How are pharmaceutical companies and healthcare providers using search, social media and other digital tools? What obstacles to online growth is the industry facing? The pharmaceutical industry is one of the largest US advertisers. In spite of shifting regulatory hurdles and economic malaise, direct-to-consumer (DTC) ad spending on prescription drugs increased in 2009, largely on the strength of blockbuster brand promotion in traditional mass-market media.US Pharmaceutical and Healthcare Industry Online Ad Spending, 2009-2014 (billions and % change)US Online Healthcare and Pharma Ad SpendingUS Pharmaceutical and Healthcare Industry Online Ad Spending, 2009-2014US Interactive Marketing* Spending for the Health and Pharmaceutical Industry, 2009-2014 (billions)Pharmaceutical Sponsored-Link Exposure Among US Internet Users, March-June 2009 (thousands)US Pharmaceutical Market: The Big PicturePharmaceutical Marketing SpendingUS Direct-to-Consumer (DTC) Pharmaceutical Advertising Spending, 2005-2009 (billions)US Prescription Drug Direct-to-Consumer (DTC) Advertising Spending, 2005-2009 (billions)US Adults Who Recall Seeing/Hearing an Ad* for a Prescription Medication, 2006-2009 (% of respondents)Perceived Effectiveness of Direct-to-Consumer (DTC) Marketing, 2009 & 2010 (% of US pharma industry professionals)Top 20 US Pharmaceutical Companies, Ranked by Total Promotional Spending, 2009 (millions and % change)Top 20 Direct-to-Consumer (DTC) Pharmaceutical Advertisers in the US, Ranked by Spending, 2009 (millions and % change)Top 20 Pharmaceutical Brands Advertised Direct-to-Consumer (DTC) in the US, 2009 (thousands and % change)DTC Media Mix: A Slow Shift to DigitalUS Direct-to-Consumer (DTC) Pharmaceutical Advertising Spending, by Media, 2009 (thousands and % change)US Direct-to-Consumer (DTC) Pharmaceutical Ad Spending, by Media, 2008-2009 (millions and % change)Direct-to-Consumer (DTC) Spending Change*, by Channel, 2010 (% of US pharma industry professionals)Image-Based Online Ad Impressions in the US, by Industry, March 2010 (billions)Types of Direct-to-Consumer (DTC) Prescription Medicine Ads Seen Online, Apr 2010 (% of US consumers)US Online Advertising Metrics, by Industry, 2009Average CPM Worldwide for Behaviorally Targeted Online Display Advertising on Ad Networks*, by Industry, Q1-Q4 2009Marketing Tactics that Lead to Health-Related Website Visits, by Site Type, June 2009 (% of US internet users)E-Mail Marketing Click Rates in North America, by Industry, Q1 2010Product Categories for Which Coupons/Incentives Are Important* for Purchase Decisions According to US Internet Users , January 2010 (% of respondents)US Social Network Advertising Spending, by Industry, August 2008 & August 2009 (thousands and % change)Marketing Budget Spent on Social Media, May 2010 (% of pharmaceutical executives worldwide)Reasons for Participating in Health-Related Social Networking Sites, March 2010 (% of US consumers)Branded and Unbranded WebsitesPercent Direct-to-Consumer (DTC) Spending on Branded vs. Unbranded Communications According to US Pharma Industry Professionals, 2010Future Challenges: A Delicate Balancing ActAttitudes Toward Risk/Benefit Info in Direct-to-Consumer (DTC) Ads, Apr 2010 (% of US consumers)US Pharmaceutical and Healthcare Industry Online Ad Spending, 2009-2014US Pharmaceutical and Healthcare Industry Online Ad Spending, 2009-2014 (billions and % change)US Pharmaceutical and Healthcare Industry Online Ad Spending, 2009-2014 (billions and % change)US Pharmaceutical and Healthcare Industry Online Ad Spending, 2009-2014US Interactive Marketing* Spending for the Health and Pharmaceutical Industry, 2009-2014 (billions)Pharmaceutical Sponsored-Link Exposure Among US Internet Users, March-June 2009 (thousands)US Direct-to-Consumer (DTC) Pharmaceutical Advertising Spending, 2005-2009 (billions)US Prescription Drug Direct-to-Consumer (DTC) Advertising Spending, 2005-2009 (billions)US Adults Who Recall Seeing/Hearing an Ad* for a Prescription Medication, 2006-2009 (% of respondents)Perceived Effectiveness of Direct-to-Consumer (DTC) Marketing, 2009 & 2010 (% of US pharma industry professionals)Top 20 US Pharmaceutical Companies, Ranked by Total Promotional Spending, 2009 (millions and % change)Top 20 Direct-to-Consumer (DTC) Pharmaceutical Advertisers in the US, Ranked by Spending, 2009 (millions and % change)Top 20 Pharmaceutical Brands Advertised Direct-to-Consumer (DTC) in the US, 2009 (thousands and % change)US Direct-to-Consumer (DTC) Pharmaceutical Advertising Spending, by Media, 2009 (thousands and % change)US Direct-to-Consumer (DTC) Pharmaceutical Ad Spending, by Media, 2008-2009 (millions and % change)Direct-to-Consumer (DTC) Spending Change*, by Channel, 2010 (% of US pharma industry professionals)Image-Based Online Ad Impressions in the US, by Industry, March 2010 (billions)Types of Direct-to-Consumer (DTC) Prescription Medicine Ads Seen Online, Apr 2010 (% of US consumers)US Online Advertising Metrics, by Industry, 2009Average CPM Worldwide for Behaviorally Targeted Online Display Advertising on Ad Networks*, by Industry, Q1-Q4 2009Marketing Tactics that Lead to Health-Related Website Visits, by Site Type, June 2009 (% of US internet users)E-Mail Marketing Click Rates in North America, by Industry, Q1 2010Product Categories for Which Coupons/Incentives Are Important* for Purchase Decisions According to US Internet Users , January 2010 (% of respondents)US Social Network Advertising Spending, by Industry, August 2008 & August 2009 (thousands and % change)Marketing Budget Spent on Social Media, May 2010 (% of pharmaceutical executives worldwide)Reasons for Participating in Health-Related Social Networking Sites, March 2010 (% of US consumers)Percent Direct-to-Consumer (DTC) Spending on Branded vs. Unbranded Communications According to US Pharma Industry Professionals, 2010Attitudes Toward Risk/Benefit Info in Direct-to-Consumer (DTC) Ads, Apr 2010 (% of US consumers) The pharmaceutical industry is one of the largest US advertisers. In spite of shifting regulatory hurdles and economic malaise, direct-to-consumer (DTC) ad spending on prescription drugs increased in 2009, largely on the strength of blockbuster brand promotion in traditional mass-market media. About.com
Cegedim Dendrite
comScore Inc.
eMarketer
Epsilon
Forrester Research
IMS Health
Kantar Health
Kantar Media
MediaMind (formerly Eyeblaster)
Network Advertising Initiative (NAI)
Nielsen Online AdRelevance
Rodale, Inc.
SDI
The Nielsen Company
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