Eli Lilly ($LLY) has overtaken Pfizer ($PFE) in the pharma advertising steeplechase. Cegedim Strategic Data reports that Lilly's spending on direct-to-consumer advertising surpassed Pfizer's in April. And that's a big change. Pfizer has been DTC's big spender for some time.
While the grand party in direct-to-consumer (DTC) advertising may have peaked about 5 years ago, it remains an important method of marketing drugs. In this FiercePharma special report on the top 10 advertising spends, we have included links to one television spot for each drug.
Overall, DTC spending has dropped in four of the last 5 years.
The DTC juggernaut is weakening. As The New York Times reports, industry spending on TV ads fell by 2% in 2011, the fourth consecutive year of decline. Altogether, TV spending is down 20% from 2007...
Puppies and beach houses may not be as distracting as the FDA feared. The agency had been studying presentations of risk information in direct-to-consumer advertising to determine how graphics, video...
Dendreon ($DNDN) is turning to patients to boost demand for its prostate cancer treatment Provenge. Faced with lower-than-expected sales of the personalized therapy, the company plans to expand
A management guru prescribes "radical" changes for Big Pharma--including abandoning DTC advertising. In his view, the industry can only leap ahead when its leaders unlearn traditional management
Some time back, a cadre of U.S. lawmakers suggested that drugmakers' ability to market brand-new meds should be curtailed. Although some companies already forego direct-to-consumer advertising for a
Marketing osteoporosis drugs has grown more complicated since Merck's Fosamax went off patent a couple years ago. Now that there are low-cost alternatives to branded bisphosphonate treatments,
In 1997, the FDA opened the flood gates on direct-to-consumer advertising, and thus for the first time allowed drugmakers to promote their products on television. In an editorial in the New York