Big Pharma's Top 13 Advertising Budgets

When it comes to the bottom line, marketing can be every bit as important as R&D. A company may develop a great drug, but that drug could become either a blockbuster with the right advertising approach--or wither from lack of marketing support. From TV and radio spots to newspaper and Internet ads, Big Pharma now has a variety of ways to let the public know about their latest and greatest drugs. The key to success is crafting a memorable and effective message, finding the right media outlet, and spending the appropriate amount of money to get results.

This is a list of the thirteen Big Pharma companies ranked by their 2007 advertising budgets. These drugmakers made it into Advertising Age's 2008 list of 100 National Advertisers, and the Pharma Marketing Blog identified the thirteen drug companies on it, slicing and dicing some of the trends. The pharma numbers include spending on "measured media"--19 media types tracked by TNS Media Intelligence. The "unmeasured media" numbers are generated by Ad Age, and they include direct marketing, product placement, certain types of online spending, and more.

We analyzed that data, plus company financial documents and press releases, past FiercePharma and FierceBiotech articles, and other media coverage. The result: A quick look at each of these companies' recent ad strategies--and the results they achieved. Report