- Certainty #1: Pfizer ($PFE) will be at the top of the DTC chart and they'll buy a lot of TV ads.
- Surprise #1: This year, for the first time, it spent more than $1 billion on those ads.
- Certainty #2: As the result of a blockbuster push, one (or more) smaller pharmaceutical company will come from nowhere and end up as a guest on the annual list.
- Surprise #2: This year it was Sumitomo, which blew through almost $180 million pushing Latuda, its antipsychotic recently approved for bipolar depression.
- Certainty #3: Complaints about specific prescription medicine advertising, especially TV commercials, will surface every year.
- Surprise #3: Actually, no surprise there.
Pfizer of course wasn't the only one buying TV time. Television is by far
the most popular medium for DTC prescription drug advertising. It accounted for
more than 70% of total spending from the top 10 pharma company dollars spent on
advertising, or about $2.44 billion out of $3.4 billion, according to data
supplied by Nielsen. Spending by all pharma companies was on an upswing in
2014, topping $4.5 billion, according to Nielsen data, which was an increase of
18% over the $3.8 billion spent in 2013.
Some of the reasons for the reliance on TV are valid. Nielsen research
shows that TV viewers skew older and many of pharma's targeted customers are
older, so it makes sense to put the ads for those products in front of the
audience they're trying to reach. Mass audiences are also needed sometimes to
build name and brand recognition for new drugs.
However, pharma companies have also been criticized for slower uptake of
new marketing methods such as digital, social media and mobile. It's a mindset
shift from one-way communications to interactive or two-way conversations that
has yet to take place. In the meantime, expect TV to dominate, evidenced by the
top 10 presented here.
The top 10 advertisers
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