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Pharma friendless on Facebook | DTC ad spending flat | Rate of healthcare marketing and advertising falls | Consumers chose food over meds | Some see light at tunnel's end
"It ain't pretty," as the private detectives say in pulp fiction. Of course, Pharmaceutical Executive's Agency Confidential investigates healthcare advertising not crime scenes. And so far we haven't tripped over any corpses. What we have found while snooping around the industry's top agencies are a set of some pretty dim stats. Consider:
Trimming the sails means doing things differently. Pharmaceutical companies are changing their advertising mix. Less money is going to print ads in magazines and newspapers and more money is going into television and online ads.
IMS Health reports that the typical return on DTC investment ranges from 1.9 for syndicated TV to 1.4 for network television.
But enough with the stats, you get the picture—Things are tight and pharma is trying to get it right.
In this year's Agency Confidential, Agency Insider Mark Chataway travels the Internet Super Highway. Read what he found in "I've Seen The Revolution And It's Not Working". In Agency Buzz, 21 top agency executives tell what they really think about the marketing and regulatory environment. But they don't leave you hanging. They'll tell you how to survive.
– Marylyn Donahue, Special Projects Editor