|Title:||United States top 25 pharmaceutical companies ranked by advertising spending in dollars and percent change for 2010 and 2011|
|Source:||Medical Marketing & Media|
Start of full article - but without data
TOP XX ADVERTISED COMPANIES, 2011
Rank Rank $ ad spending in %change thousands
2011 2010 Company 2011 2010 2009 2011 vs 2010 vs 2010 2009
X X Forest $XX,XXX $XX,XXX $XX,XXX XX.X% X.X%
X X Eli Lilly $XX,XXX $XX,XXX $XX,XXX XX.X% XX.X%
X X Novartis $XX,XXX $XX,XXX $XX,XXX XX.X% XX.X%
X X Pfizer $XX,XXX $XX,XXX $XX,XXX -XX.X% X.X%
X X Johnson & $XX,XXX $XX,XXX $XX,XXX XX.X% -XX.X% Johnson
X X Sanofi $XX,XXX $XX,XXX $X,XXX -XX.X% XXX.X%
X XX Abbott $XX,XXX $X,XXX $X,XXX XXX.X% XX.X%
X X Merck $XX,XXX $XX,XXX $XX,XXX -X.X% X.X%
X X Roche $XX,XXX $XX,XXX $XX,XXX -XX.X% XX.X%
XX XX Takeda $XX,XXX $X,XXX $XX,XXX XX.X% -XX.X%
XX X Novo Nordisk $X,XXX $XX,XXX $X,XXX -XX.X% XX.X%
XX XX Purdue $X,XXX $X,XXX $X,XXX XXX.X% XX.X%
XX XX Boehringer $X,XXX $X,XXX $X,XXX XX.X% XXX.X% Ingelheim
XX XX Bayer $X,XXX $X,XXX $X,XXX XX.X% XX.X%
XX XX AstraZeneca $X,XXX $X,XXX $X,XXX X.X% XX.X%
XX XX Bristol-Myers $X,XXX $X,XXX $X,XXX XX.X% -X.X% Squibb
XX XX Amgen $X,XXX $X,XXX $X,XXX -X.X% XX.X%
XX XX GlaxoSmithKline $X,XXX $X,XXX $X,XXX -XX.X% XX.X%
XX XX Otsuka America $X,XXX $X,XXX $X,XXX XX.X% XX.X%
XX XX Allergan $X,XXX $X,XXX $X,XXX XX.X% X.X%
XX XX Alcon Labs $X,XXX $X,XXX $X,XXX X.X% XX.X%
XX XX Daiichi $X,XXX $X,XXX $XXX XX.X% XXX.X% Sankyo/Lilly
XX XX Endo $X,XXX $X,XXX $XX,XXX XX.X% -X.X% Pharmaceuticals
XX XX Sunovion $X,XXX $XXX $X XXX.X% N/A
XX XX Janssen Biotech $X,XXX $X,XXX $XXX XXX.X% XXX.X%
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Jourmal Ad Reciew[TM] Data, Report: XX
Call 2011 the year of restrained recovery. Sounds paradoxical? Perhaps, but we've learned to look at professional journal advertising as the glass that's both half-empty and half-full. The optimist sees growth in medical/surgical journals last year. The realist, a slower fourth quarter and a professional ad market echoing the fits and starts of the general economy.
Medical/surgical dollars managed a $XX-million increase to $XXX million for the year. That translates to X% more in spending and the second straight rebounding year, driven by newly advertised products coupled with a number of market leaders from the past two years still maintaining high visibility.
So the market grew in 2011 s but growth lagged slightly behind 2010's X% surge. This comparison is a bit unfair; since 2009 was a low point, 2010 growth was from a smaller base. Optimists also note that in the total healthcare market (pharmacy, nurse practitioners/physicians assistants, managed care, etc.), 2011 outpaced 2010 in terms of actual dollar growth ($XX million vs. $XX million)
It's not like publishers need to worry about the friction in med/surg. what with X,XXX more ad pages filling their books. Pharmaceutical spending grew by X% to $XXX million. And the top XXX most advertised pharmaceuticals increased outlays XX% to $XXX million.
Those familiar with the market say the modest increases in print ad spend are due to a simple if seemingly anachronistic answer: journal advertising continues to be an effective promotional tactic and cost-efficient part of a multimedia marketing program.
"This is like no other time in my memory that there's so many new forms of media coming out," says Mike Guire, director of commercial sales for Elsevier and 2011 president, Association of Medical Media. "So to expect significant growth in a traditional media sense, it wouldn't be prudent. We were thinking conservative and it ends up being a little better than we expected."
Multispecialty, almost XX% of the overall healthcare market, was up almost XX%.representing $XX million more in the market. And the rise in multispecialty impacted the overall market. Internal medicine and cardiology rounded out the top-performing doctor markets in terms of dollar growth over 2010. Oncology, still the biggest specialty other than primary care/multispecialty, fell X% to $XX million.
Of the XX markets tracked by Kantar Media, XX were up; among the doctor books, pediatrics had the biggest decline (down XX.X%, as vaccine advertising, which saw growth a few years ago, tapered off.)
There was quite a bit of fluctuation among the top five med/surg journals. Number-one Journal of the American Medical Association (which unseated last year's leader, The New England Journal of Medicine) finished the year slightly clown in terms of page count.
Two out of the other lour--NEJM (down XXX pages) and American Family Physician (down XXX)--saw leaf counts drop, but two others--Monthly Prescribing Reference (up XX%) and Medical Economics (up XX%)--saw gains, with XXX and XXX more ad pages, respectively.
Diving deeper, only five or the top XX declined in 2011, with the other XX showing page increases. Perhaps the result of ownership change, Consultant moved back into the top XX after a dip to XX in 2010. Neurology Today jumped seven places to XXth on XX% page growth in 2011; AM News is up XX% over the past two years and poised to break into the top XX this year; and Arthritis Care & Research grew XX% in the same time period, moving from XXth to XXnd.
Clinical developments and news within specialties drove many of these increases. Starting QX 2010, several significant NMEs entered the market, including Boehringer Ingelheim blood thinner Pradaxa, Sunovion antipsychotic Latuda, and Eisai oncology drug Halaven.