{"id":6505,"date":"2012-01-11T16:01:00","date_gmt":"2012-01-11T16:01:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/despite-increase-in-dtc-ad-spending\/"},"modified":"2019-02-21T01:20:19","modified_gmt":"2019-02-21T01:20:19","slug":"despite-increase-in-dtc-ad-spending","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/despite-increase-in-dtc-ad-spending\/","title":{"rendered":"Despite Increase in DTC Ad Spending, WebMD Suffers"},"content":{"rendered":"<p>2011 is shaping up to be a good year for pharma direct-to-consumer (DTC) advertising &#8212; that is, broadcast advertising, NOT Internet advertising.<\/p>\n<p>According to Nielsen data prepared for DTC Perspectives Magazine, total pharma DTC ad spending &#8212; excluding Internet advertising &#8212; increased 3.2% for the first 3 quarters of 2011 vs. the same period in 2010 ($3.045 billion in Q1-Q3 2011 vs. $2.951 in Q1-Q3 2010).<\/p>\n<p>A chart of the top 25 or so drugs promoted in Q1-Q3 2011 in shown below (click on the chart for an enlarged view).<\/p>\n<div class=\"separator\" style=\"clear: both; text-align: center;\">\n<a href=\"http:\/\/3.bp.blogspot.com\/-lhnKYT20N4k\/Tw2vLqBYCmI\/AAAAAAAADn4\/zN9wWA0iONU\/s1600\/Q1-Q3-2011-BroadcastDTC-AdSpend.jpg\" imageanchor=\"1\" style=\"margin-left: 1em; margin-right: 1em;\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" height=\"342\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2012\/01\/Q1-Q3-2011-BroadcastDTC-AdSpend.jpg\" width=\"400\" \/><\/a><\/div>\n<p>\nThis is good news for TV, which raked in 64% of the broadcast DTC ad dollars during that period and magazines, which raked in 30%. Newspapers and radio shared the scraps left over.<\/p>\n<p>What about Internet DTC spending?<\/p>\n<p>Recall that in October I reported that a representative of Google said &#8220;pharma needs to leverage the Internet&#8221; and that &#8220;pharma was not considered a key client by Google because of pharma&#8217;s low spend&#8221; (see &#8220;<a href=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/news\/pmn1016-article03.htm\">Double Dip in DTC Ad Spend!<\/a>&#8220;).<\/p>\n<p>Of course, Google is concerned primarily with search advertising, which is often said to represent about 40% of the industry&#8217;s total online advertising spending. But what about online display ads, which are major sources of income for health portal sites such as WebMD?<\/p>\n<p>The Wall Street Journal reported that WebMD&#8217;s Chief Executive Wayne T. Gattinella resigned, and the health-website operator &#8220;called off a search for a buyer as it braces for weaker financial results this year. A key issue, the company said, is pharmaceutical companies holding back on spending as they deal with expiring drug patents.&#8221; (see &#8220;<a href=\"http:\/\/www.forums.pharma-mkting.com\/showthread.php?p=71701#post7170\">Dip in Drug Ad Spending Leads to WebMD Woes<\/a>&#8220;).<\/p>\n","protected":false},"excerpt":{"rendered":"<p>2011 is shaping up to be a good year for pharma direct-to-consumer (DTC) advertising &#8212; that is, broadcast advertising, NOT Internet advertising. According to Nielsen data prepared for DTC Perspectives Magazine, total pharma DTC ad spending &#8212; excluding Internet advertising &#8212; increased 3.2% for the first 3 quarters of 2011 vs. the same period in [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":10544,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12],"tags":[86,643,131],"topic":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Despite Increase in DTC Ad Spending, WebMD Suffers - Pharma Marketing Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/despite-increase-in-dtc-ad-spending\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Despite Increase in DTC Ad Spending, WebMD Suffers - Pharma Marketing Network\" \/>\n<meta property=\"og:description\" content=\"2011 is shaping up to be a good year for pharma direct-to-consumer (DTC) advertising &#8212; that is, broadcast advertising, NOT Internet advertising. According to Nielsen data prepared for DTC Perspectives Magazine, total pharma DTC ad spending &#8212; excluding Internet advertising &#8212; increased 3.2% for the first 3 quarters of 2011 vs. the same period in [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/despite-increase-in-dtc-ad-spending\/\" \/>\n<meta property=\"og:site_name\" content=\"Pharma Marketing Network\" \/>\n<meta property=\"article:published_time\" content=\"2012-01-11T16:01:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-02-21T01:20:19+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2012\/01\/Q1-Q3-2011-BroadcastDTC-AdSpend.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"400\" \/>\n\t<meta property=\"og:image:height\" content=\"343\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Pharma Guy\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Pharma Guy\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/despite-increase-in-dtc-ad-spending\/\",\"url\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/despite-increase-in-dtc-ad-spending\/\",\"name\":\"Despite Increase in DTC Ad Spending, WebMD Suffers - 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