Healthy Skepticism Library item: 11133

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: report

Annual DTC Industry Check Up
: Dendrite International, Inc. 2007 Apr
http://www.pharma-mkting.com/resources/2007_DTC_Industry_Checkup.pdf

Abstract:

Introduction
Pharmaceutical Direct-to-Consumer (DTC) marketing has shifted significantly in recent years. While mass media tactics such as television advertising were once the standard, industry challenges such as government regulations and public perception have caused pharma to get more creative in the way they reach out to their customers. So how are marketers responding to these challenges and dealing with such issues as declining patient compliance?

To find out, Optas, a division of Dendrite (www.dendrite.com), has been surveying DTC marketers annually since 2002. The Dendrite Annual DTC Industry Check Up probes the concerns of industry participants, identifies areas of opportunity, and specifies trends in spending and marketing mix. This year’s survey on the state of DTC marketing was conducted online in December 2006 – January 2007. The sample size of 134 respondents was comprised of a representative mix from a cross-section of manufacturers, agencies, and other vendors, as shown in Figure 1.

Summary of Findings
This white paper summarizes the many interesting insights into the future of the industry. Four clear trends
emerge:
• The biggest challenge in DTC marketing continues to be government regulations, which was cited by 61% of respondents up from 50% last year. After more than doubling over the last four years, consumer backlash actually decreased by 13% this year to drop to 31%, the fifth ranked spot.
• There is cautious optimism about DTC spending growth for 2007. While nearly half of all respondents
expect DTC spending to increase, only a quarter expect it to increase by more than 5%.
• Trends continue to favor targeted DTC marketing tactics in 2007 with an increase in spending on Websites,
Search Engine Marketing (SEM), Email, Dr. Office programs, and Pharmacy programs.
• Health Care Provider (HCP) Programs are becoming increasingly popular as a method to supplement DTC marketing with the vast majority of respondents (88%) including some form of HCP augmentation.
The remainder of this article summarizes the results of the survey.