Datamonitor's The Changing Direct-to-Consumer Advertising Landscape

At present, direct-to-consumer (DTC) advertising is only permitted in the US and New Zealand. US DTC spending has had an impressive growth of 330% from 1996 to 2005. However, the DTC landscape is changing. Following the explosive growth of DTC during the late 1990 and early 2000s, total DTC spend in 2008 is declining.

ePharmaceuticals and Datamonitor are pleased to present: The Changing Direct-to-Consumer Advertising Landscape: How Direct-to-Consumer Advertising Affects Return on Investment.

This best selling Datamonitor report provides an analysis of how direct-to-consumer advertising has evolved in the US and Europe, and any future changes likely to be implemented. Case studies are used to illustrate whether a campaign generated return on investment (ROI).

An effective DTC strategy can catapult a drug into blockbuster status. However, after a 10 year period of skyrocketing DTC budgets, the pharmaceutical industry is now opting for lower cost and more targeted approaches. Pharma faces tighter DTC regulations in the US, while in Europe there may be suggestions that DTC will be employed, but is this likely to work given the differences in culture and market?

Datamonitor's special report The Changing Direct-to- Consumer Advertising Landscape: How Direct-to-Consumer Advertising Affects Return on Investment provides:

• Analysis of an ROI model for DTC advertising
• Case study analysis of DTC and disease awareness ads
• Overview of DTC regulation in the US
• Overview of patient communication for prescription drugs in Europe

Click here to view the 7-page executive summary of this report.

Reasons to Purchase:

• Utilize a return on investment model for a DTC advertising to understand how to make a campaign a success
• Identify the differences between advertising regulations in the US and Europe, and what changes are likely to happen in the near future
• Understand if recent DTC or disease awareness campaigns have been successful, and if not, why not

Highlights from this report

The more serious a disease, the more life threatening it is for the patient. As a result the patient is more empowered to find out new potential treatments for the life-threatening condition. In this case, targeted media such as online tools are more suited as they can provide an educational platform and a great source of information.

If a drug is the only one on the market, unbranded advertising is good to raise awareness. For example, Lyrica adopted this strategy, as it was first-to-market in cases such as these. Diagnosis is the limiting stage, so unbranded advertising is beneficial to leverage this hurdle.

In the absence of direct DTC advertising, information provided online is of paramount importance. The strategic value of online tools for Europe is second to none. Although traditional media can increase disease awareness to a wide audience, the internet can provide information to keen consumers.

Develop an intelligent DTC campaign that works for your products by ordering The Changing Direct-to-Consumer Advertising Landscape: How Direct-to-Consumer Advertising Affects Return on Investment today.

The report will be delivered as a PDF via e-mail. Orders must be paid in full before shipment. All sales are final; no returns or refunds are permitted with this product. For more information, please call 877/437-4276 or e-mail account manager Maureen Croce at mcroce@hcpro.com.

Click here to view the seven-page executive summary of this report.

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