Big Pharma Keeps Direct Mail in Rude Health

14 April 2008

NEW YORK: The US pharmaceutical industry will spend over $1 billion (€632m; £506m) on direct marketing this year, with resultant revenues estimated to reach $10.6bn, according to figures from a study by the Direct Marketing Association

The DMA's report – Direct Marketing Facts and Figures in the Pharmaceutical Industry – also predicts that the sector's sales resulting from direct marketing will pass $15bn in 2012 (increasing at a five-year compound rate of 9.4%). 

Business-to-business operators will be responsible for some 65% of pharma's direct advertising in 2008, with print marketing also forecast to produce some $2bn of sales this year.

Pharma firms' online adspend is also expected to total $93.6 million in 2008 – rising to $173m in 2012 – with direct marketing's web-driven sales increasing from $1.9bn to $3.8bn in the same period.

Michelle Tiletnick, the DMA's research manager, said: "The American pharmaceutical industry employs direct marketing extensively and successfully.

"We realized that pharmaceutical and healthcare marketers were different enough that each merited its own report."

Data sourced from AdWeek (USA); additional content by WARC staff