{"id":5463,"date":"2013-03-18T00:00:00","date_gmt":"2013-03-18T00:00:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/index.php\/2013\/03\/18\/pmn1203-article03\/"},"modified":"2019-02-18T20:21:23","modified_gmt":"2019-02-18T20:21:23","slug":"pmn1203-article03","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmn1203-article03\/","title":{"rendered":"Spending on Direct-to-Consumer Advertising Takes a Nosedive"},"content":{"rendered":"<p>Spending on Direct-to-Consumer Advertising Takes a Nosedive        Why Drug Companies Are Abandoning DTC<br \/><img loading=\"lazy\" decoding=\"async\" alt=\"DTC Nosedive\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2019\/02\/DTC-Spend-NoseDive2_220x269.jpg\" width=\"220\" height=\"269\" align=\"right\" hspace=\"8\"\/> Direct-to-Consumer (DTC) advertising took a nosedive in 2012. According to data from cegedim Strategic Data, DTC spending decreased by 22% in 2012 compared to 2011.  <\/p>\n<p> The decline in DTC spending has been more or less steady since the 2006 when the industry spent more than $5.4 billion. What is causing the whimpering end of DTC? <\/p>\n<p> As many experts have pointed out, there are several likely causes, including the recession of 2007-2008, shrinking pipeline (fewer new drugs means fewer ads), and the rise of generics (which generally are not advertised). <\/p>\n<p>This article reviews data that supports one cause not often mentioned: the shift to developing drugs for small populations of patients (so-called &#8220;orphan&#8221; drugs) and complex biologics, which may also be targeted to small populations.   <\/p>\n<p>Topics include:<\/p>\n<ul>\n<li>The Downward Spending Spiral<\/li>\n<li>Execs Think It&#8217;s Time to Trim DTC<\/li>\n<li>What Are the Causes?<\/li>\n<li>Rise of Biologics<\/li>\n<li>A Change in Paradigm<\/li>\n<li>Targeted Advertising <\/li>\n<li>Figure: Annual Changes in Channel Spending (2011-2012)<\/li>\n<li>Figure: DTC Measured Media Ad Spend (2006-2012)<\/li>\n<li>Figure: Peak Year Sales of Top Drugs<\/li>\n<li>Table: Promotional Spending on Biologics (2010)<\/li>\n<\/ul>\n<p>Download the full text PDF file here:<br \/><a style=\"color: #993300;\" track=\"on\" shape=\"rect\" href=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/news\/pmn1203-article03.pdf\" linktype=\"link\">http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/news\/pmn1203-article03.pdf<\/a>    <\/p>\n<p>PMN1203-03<br \/>Issue: Vol. 12, No. 3: 18 March 2013<\/p>\n<p\/><b>Find other articles in related Topic Areas:<\/b> <\/p>\n<ul>\n<li><a href=\"http:\/\/www.news.pharma-mkting.com\/PMNDTCReprints.htm\">Direct-to-Consumer (DTC) Advertising &amp; Marketing<\/a><\/li>\n<li><a href=\"http:\/\/www.news.pharma-mkting.com\/PMNphysMktingReprints.htm\">Physician Marketing &amp; Promotion<\/a><\/li>\n<li><a href=\"http:\/\/www.news.pharma-mkting.com\/PMNstrategyReprints.htm\">Strategic Marketing &amp; Planning<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>This article reviews data that supports one cause for the decrease in DTC spending not often mentioned: the shift to developing drugs for small populations of patients (so-called <\/p>\n","protected":false},"author":2,"featured_media":13101,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[62,6],"tags":[],"topic":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.0 - 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