Direct To Consumer (DTC) Advertising By Pharmaceutical Companies To Top $1Billion This Year and will keep on rising through 2014, according to a report by eMarketeer.
"Pharma marketers are waiting around, they are trying to test the waters but realizing that the FDA isn't going to come down with a template or a hard-and-fast ruling. Even when that happens, there's still going to be a process of give-and-take and experimentation." said the author of the report
U.S. health-care and pharmaceutical online advertising spending will reach $1 billion for the first time this year, up 10.6% from last year, according to "DTC Pharmaceutical Marketing Online: A Slow Shift to Digital," a report by eMarketer's Victoria Petrock. By 2014, online ad spending in the health-care and pharmaceutical industry, which includes direct-to-consumer and over-the-counter remedies, is expected to reach $1.52 billion. Even though these look big numbers according to adage, pharmaceutical online advertising accounts for only about 4% of overall U.S. online ad spending.
FDA online marketing guidelines for the pharma are expected by the end of 2010 or beginning of 2011. But don't expect new policies to address all the questions and concerns from drug makers and their ad agencies.
eMarketer via Adage
