Magazine article ADWEEK

Drug Makers Boost Direct Response Biz; DMA Launches Pharmaceutical Marketing Council to Leverage Growing Category

Magazine article ADWEEK

Drug Makers Boost Direct Response Biz; DMA Launches Pharmaceutical Marketing Council to Leverage Growing Category

Article excerpt

BOSTON When the Federal Drug Administration gave pharmaceutical clients the go-ahead to pitch prescription drugs on TV in 1997, the category quickly became one of the top five in U.S. ad spending. Now drug marketers are making the same kind of impact in direct response, and the Direct Marketing Association is responding by launching a Pharmaceutical Marketing Council.

"The goal of the Council will be to help pharmaceutical marketers increase sales and grow their bottom lines through ... direct and interactive marketing," said Anne Schaeffer, the DMA's svp of professional development and training/councils.

A DMA rep estimated pharmaceutical direct-response spending topped $1 billion out of last year's total direct-response adspend of $3.6 billion.

Pharmaceutical advertising has expanded from $4.3 billion in 1999 to just under $5 billion last year, according to TNS Media Intelligence/CMR. Most of that growth was fueled by direct-to-consumer spending, which rose from $1.6 billion in 1999 to $2.5 billion last year. The category is now outspent by only automotive, retail, food and beverage, and media advertisers in the U.S.

"A lot of companies entered direct marketing because they had to," noted Loreen Babcock, president of Omnicom-owned direct-response agency LLKFB in New York, which handles Pfizer, Abbott Labs and Bristol-Myers Squibb. (FDA regulations require drug ads to include a toll-free number for consumers to call for more information. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.