Media Spend Trends: Changing Lanes - Pharmaceutical Executive


Media Spend Trends: Changing Lanes
You've got their attention—now what? Marketing analysts predict a spending shift from branded direct-to-consumer efforts to more disease awareness and corporate reputation promotions.

Pharmaceutical Executive

"I don't believe drug advertising is going to stall," Ramspacher says, "but we will see a greater amount spent on unbranded disease awareness campaigns and corporate reputation ads. There will be a shift and redirection, as opposed to an elimination or reduction, in promotional spending."

Diane West is a freelance writer covering healthcare and issues facing the pharmaceutical industry. She can be reached at


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