{"id":7230,"date":"2009-02-13T19:51:00","date_gmt":"2009-02-13T19:51:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/my-2009-dtc-ad-spending-prediction-is\/"},"modified":"2019-02-21T01:23:46","modified_gmt":"2019-02-21T01:23:46","slug":"my-2009-dtc-ad-spending-prediction-is","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/my-2009-dtc-ad-spending-prediction-is\/","title":{"rendered":"My 2009 DTC Ad Spending Prediction is Now Conventional Wisdom"},"content":{"rendered":"

\"\"<\/a>If you do a Google Image search on “dtc ad spend” you’ll find the chart I created and published back on November 14, 2008 (see the chart on the left — click on it for an enlarged view — and the original post here<\/a>).<\/p>\n

On a Google web search, my post and chart is the first result listed — ahead of Pharmalot (now defunct) and any other publication or research organization!<\/p>\n

Maybe that’s why some people have been co-opting the chart and using it in their presentations! Unfortunately, they are not citing me as the source.<\/p>\n

Robert Palmer, EVP, Managing Partner, SUDLER & HENNESSEY DIGITAL, for example, redrew my chart in a presentation he made at the recent ePharma Summit conference. His presentation — “Creating a Three-Way Dialogue with the Patient, the Physician and the Brand: Imagining the Solutions, Dealing with the Realities” — included this version of the now famous chart ( I reproduce the whole slide — it includes some other useful information about DTC ROI):<\/p>\n

\"\"<\/a>
The $4.2 billion estimate, which was represented by the black bar on my original chart, was a number I pulled out of my you-know-what! Why do I think DTC spending will decrease by 11% year-over-year in 2009? Simple:<\/p>\n