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Direct to Consumer (DTC) Advertising in Pharmaceuticals - Shift from Traditional Mass-Media Platforms towards Personalization via Online and Social Media

  • Published: Jul-2012
  • Report Code: GBIHC230MR
  • Report Format: pdf


Table of Contents

1 Table of Contents

1.1 List of Tables

1.2 List of Figures

2 Direct to Consumer (DTC) Advertising in Pharmaceuticals – Executive Summary

2.1 DTC Expenditure has Changed Dramatically since 1996

2.2 Pharmaceutical Advertisers are Exploring New Media Types

2.3 It is Critical for Pharmaceutical Advertisers to Choose the Correct Media Mix for their Product and Consumer Target

3 Direct to Consumer (DTC) Advertising in Pharmaceuticals -Introduction

3.1.1 Source: Advertising Age, 2010

3.2 GBI Research Report Guidance

4 Direct to Consumer (DTC) Advertising in Pharmaceuticals – Media Types

4.1 Traditional Media Types

4.1.1 Television

4.1.2 Print

4.1.3 Other

4.2 Online and Social Media

4.2.2 Advertisement Placement

4.2.3 Twitter

Source: Information taken from Twitter

4.2.4 Facebook

4.2.5 YouTube

4.3 Mobile

4.3.1 The Importance of a Mobile-enabled Website

4.3.2 Applications

4.4 Managing Media Types

4.4.1 Increasing and Measuring ROI of Social Media

4.4.2 Choosing the Correct Media Mix

5 DTC Advertising in the US

5.1 Introduction

5.2 FDA Regulations

5.2.1 2011 ‘Guidance for Industry’ – the FDAs Response to Social Media Use

5.2.2 45-Day Ad Review

5.3 Innovative Campaign Examples

5.3.1 Lantus (Insulin Glargine) – Sanofi US

5.3.2 Spiriva – Boehringer Ingelheim Pharmaceuticals Inc.

5.4 Controversial Campaign Examples

5.4.1 Copaxone (Glatiramer Acetate) – Teva Pharmaceutical Industries

5.4.2 Victoza (Liraglutide [rDNA Origin] Injection) – Novo Nordisk A/S

6 European Union

6.1 Introduction

6.2 EU Regulations for DTC Advertising

6.2.1 High Level Pharmaceutical Forum – A Move to Push Branded DTC Advertising in Europe

6.2.2 EC Proposal on Restricted Branded Advertising – Possible Entry Point for DTC Advertising Penetration in the Continent

6.2.3 Budget Cuts and National Health Services

6.2.4 Awareness Campaigns

6.3 Conclusion

7 Other Markets

7.1 New Zealand

7.2 Trans-Tasman Initiative

8 Conclusion

9 Key Takeaway

10 Appendix

10.1 Market Definitions

10.2 Social Media Definitions

10.3 Abbreviations

10.4 Sources

10.5 Research Methodology

10.5.1 Coverage

10.5.2 Secondary Research

10.5.3 Primary Research

10.5.4 Competitive Landscape

10.5.5 Expert Panel Validation

10.6 Contact Us

10.7 Disclaimer


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