Thursday, August 25, 2005
Pharma Ads Moving Online: "Published: August 22, 2005
(After August 30, 2005, this article will only be available to eStat Database subscribers.)
Pharmaceutical companies are under pressure about direct-to-consumer advertising. But they are spending more of their ad dollars online.
Facing mounting criticism of direct-to-consumer drug ads, the Pharmaceutical Research and Manufacturers of America, or PhRMA, unveiled new guidelines for DTC marketing that stress education along with promotion.
'In a sign of the continuing controversy over consumer ads, the industry's average monthly spending on them fell this month for the first time in six years, from $358m to $351m,' the BBC reported recently.
Nevertheless, the industry is increasing its online spending. 'Online ads are relatively small portion of overall ad budgets in the pharmaceutical industry,' said Steve Butler, eMarketer Senior Analyst. 'But recent figures from Advertising Age show that the largest advertisers from the pharmaceutical industry are continuing to channel more money toward Internet advertising,'
Most pharma companies spent less than 1.5% of their entire advertising budgets online in 2004. AstraZeneca was the most committed online advertiser, devoting 5.7% of its ad dollars to the Internet.
'It's worthwhile to note that the top 11 pharma advertisers spent a combined $83 million on online advertising during 2003,' said Mr. Butler, 'while in 2004, the top 12 pharma companies spent a combined $187.5 million.
For more information on the industry's online ad focus, read eMarketer's Pharmaceutical Marketing Online report."
(After August 30, 2005, this article will only be available to eStat Database subscribers.)
Pharmaceutical companies are under pressure about direct-to-consumer advertising. But they are spending more of their ad dollars online.
Facing mounting criticism of direct-to-consumer drug ads, the Pharmaceutical Research and Manufacturers of America, or PhRMA, unveiled new guidelines for DTC marketing that stress education along with promotion.
'In a sign of the continuing controversy over consumer ads, the industry's average monthly spending on them fell this month for the first time in six years, from $358m to $351m,' the BBC reported recently.
Nevertheless, the industry is increasing its online spending. 'Online ads are relatively small portion of overall ad budgets in the pharmaceutical industry,' said Steve Butler, eMarketer Senior Analyst. 'But recent figures from Advertising Age show that the largest advertisers from the pharmaceutical industry are continuing to channel more money toward Internet advertising,'
Most pharma companies spent less than 1.5% of their entire advertising budgets online in 2004. AstraZeneca was the most committed online advertiser, devoting 5.7% of its ad dollars to the Internet.
'It's worthwhile to note that the top 11 pharma advertisers spent a combined $83 million on online advertising during 2003,' said Mr. Butler, 'while in 2004, the top 12 pharma companies spent a combined $187.5 million.
For more information on the industry's online ad focus, read eMarketer's Pharmaceutical Marketing Online report."
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