|Title:||United States top 10 pharmaceutical brands ranked by frequency of online advertising occurrences as a percentage for 2011|
|Source:||Medical Marketing & Media|
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TOP XX ONLINE BRANDS, 2011
Brands ranked by frequency of ad occurrences
Rank 2011 Brand/Manufacturer % of all occurances X Xgeva/Amgen X.X% X Effient/Daiicrii Sankyo/Lilly X.X% X Victoza/Novo Nordisk X.X% X Humalog/Eli Lilly X.X% X Prolia/Amgen X.X% X Evoxac/Daiichi Sankyo X.X% X Alimta/Eli Lilly X.X% X Lantus/Sanofi X.X% X Byetta/Amylin X.X% XX Xarelto/Johnson & Johnson X.X%
Copyright 2012 Kantar Media, Evaliant.
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.
"Of the XX NMEs that were approved in 2010, eight were in the last two quarters, so that clearly drove the first half of XXXL' says Tammy Chernin, VP of drug information and product development for MPR, which is published by Prescribing Reference. LLC, a subsidiary of Haymarket Media Group, which also owns MM&M.
Last year was relatively fruitful, with XX NMEs approved across several specialties. Elsevier, whose portfolio touches most if not all of these markets, saw revenue leap by X.X% to $XX million. Haymarket Media, also with coverage in the major specialty areas and on multiple media platforms, enjoyed XX% revenue growth to $XX million.
Forest is far and away the top advertiser, having upped spend by a whopping XX% ($XX million) to $XX million. Nearly $XX million separates it from second-place Eli Lilly, which hiked spend by XX% to $XX million. Pfizer, however, cut print buys by XX%, to $XX million.
Among other top spenders, Abbott made the top XX, thanks to a XXX% increase ($X million) in print spend, to $XX million. And newcomers to the top XX included Purdue (#XX last year, #XX this year), which spent XXX% more (mostly for pain patch Butrans) to $X.X million, and Bristol-Myers Squibb (last year's #XX, this year's #XX), which padded outlays by XX% to $X.X million behind a number of drugs.
Newly advertised products accounted for almost a quarter ($XX million of $XXX million) of the top XXX products, observes Dave Emery, VP/general manager, professional health, Kantar. But eight of 2010's top XX were in 2011 '$ top XX. "Companies appear to be seeing value in ongoing advertising support for established brands," he says.
Emery also sees less dominance by a handful of products or product categories--a sign of our post-blockbuster age. SSRI/SNRL Cancer Therapy, and Diabetes Insulin, the most-advertised drug classes (for the past several years), only represent XX% of all advertising. The top XX products in 2011 accounted for XX% of the advertising in the market; the top hundred for only XX%.
This type of advertising environment might be healthier for marketers, says Emery. "A wider range of products and companies can gain meaningful share of voice and field impactful campaigns in a more evenly distributed marketplace."
According to Kantars Evaliant online advertising intelligence took nine of the top XX print advertisers (based on number of insertions) were also in the top XX companies online (based on occurrences), with most falling in the top XX. Top print firm Forest ranks XXth online.
But brands show greater differentiation between print and online, with several top online brands (based on occurrences) not showing up in the top XXX print brands (based on insertions), and vice versa.
"Even though reach can be negatively impacted, there are many factors that can lead a brand to avoid a particular channel altogether, making the channel mix choice highly personal and often difficult," notes Jackie Singley, SVR managing director, Ogilvy CommonHealth Medical Media. New tools like Evaliant make competitive activity online more tangible. That can cause other brands to follow course--or take advantage of a greater share of voice in print, she says.
Since QX 2011 saw only two new approvals, which MPR's Chernin says happened to be insignificant ones, this coupled with some rather big patent expirations (Pfizers Lipitor, Eli Lilly's Zyprexa and Janssen's Levaquin) is resonating in the New Year.
Indeed, 2012 began slow, with the market down XX% in pages for February. Plus, says Chernin, "Print is pulsing the ad schedule," (staggering promotion month to month). She blames pharma budget constraints, and slower starts in both print and digital. "Budget approvals are occurring later than in previous years--not until January or February." But at least companies are advertising.
Chernin thinks momentum will pick up in the second quarter. "Uncertainty is almost the world we live in now," she says, "given the fluctuations we see in our economy. It's an election year. But I do see glimmers of hope."
RELATED ARTICLE: MOST ADVERTISED COMPANY
Runaway top advertiser Forest boosted its advertising expenditures by XX.X% to $XX million. The extra $XX million that the company spent was allocated to a mixture of new and established brands. The company locked up seven of the top XX brands, easily outpacing runner-up Eli Lilly, which lifted its outlays XX% to $XX million and accounted for three of the top XX products. Abbott (up XXX% to $XX million), Purdue (up XXX% to $X.X million) and Boehringer Ingelheim (up XX% to $X.X million) were some of the other standouts.
RELATED ARTICLE: SEEN ON THE MOST SITES
The #XX brand in print, J&J's Xarelto was one of the two most widely advertised branded drugs on sites tracked by Kantar's Evaliant tool and #XX in terms of online occurrences. Tied for first place was Lilly's Humalog, the #XX print brand. But many other top XXX print brands do not show up among the top online brands (based on occurrences). The decision to avoid a particular channel depends on many factors, says one media director.
RELATED ARTICLE: MOST ADVERTISED BRAND
Forest's Viibryd took top honors for most advertised brand, thanks to a $XX-million push, which is more than most companies' entire professional ad budget The launch brand beat out an established product, Lilly's Cymbalta, and was joined by four other Forest drugs in the top XX: Teflaro, Savella, Daliresp and Bystolic. Newly approved drugs were a growth driver--nine of the top XX were approved in 2010 or 2011, including Viibryd and Toflaro, as well as Purdue's Butrans, J&J's Xarelto and Takeda's Edarbi.
Medical/surgical journal ad revenue, 2006-2011
2006 $XXXM ...