Of DTC - PharmaLive

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IN THIS ISSUE:

16 LEFT TO THEIR OWN DEVICES

18TH ANNUAL REPORT: DTC

Brave new world (of DTC)

Scandals over recalls and data disclosure haunt medical device makers.

In order to respond to tectonic shifts in the marketplace, pharma brand managers must rethink their approach to the DTC relationship.

By Joshua Slatko joshua.slatko@

18 A THOUSAND PICTURES

As the newest and shiniest social media tool, Pinterest is stirring the interest of pharma companies wanting to expand their social media programs ? but is it ready for pharma, and if so, how can it best be used?

22 A SWEET CHALLENGE

Through its open-source "Data Design Diabetes Challenge," Sanofi is looking beyond marketing drugs to help patients address the difficulties of everyday living with diabetes, and is finding new partners the company otherwise would never have connected with.

T he iconic television spot for the iconic pharmaceutical brand, while not yet ready for the museum, is also not quite the go-to tool it once was for marketers seeking maximum return on their dollars. As developers turn towards the targeted compound, patients expand their digital horizons, and payers concern themselves more with pre-emptive wellness measures than expensive treatments, pharma's brand managers must rethink their approach to the brand/patient relationship ? and thus to DTC communications ? to keep their brands competitive.

According to a mid-2011 survey report by Cutting Edge Information, the return-on-investment for direct-to-consumer advertising in the United States lags behind other promotional methods, such as patient adherence and physician support programs, despite past success. Cutting Edge's data show that pharmaceutical marketing executives allocate 24 percent of their budgets to DTC advertising in the United States but attribute only 16 percent of revenue generated as return on the DTC investment.

Healthcare consumers, Cutting Edge's researchers assert, have become jaded to, or at the very least often disregard this type of advertising. Their survey found that in the United States, other tools such as patient adherence and provider support programs are outperforming the percentage of total brand revenue generated by DTC advertising. Survey data show that provider support programs generate an average of 26 percent and patient adherence programs generate 22 percent of brand revenues compared to DTC advertising's 16 percent.

Drugmakers surveyed by Cutting Edge responded that they make 14 percent more money by using DTC than if the advertising was discontinued and spending remained static for other promotional efforts. But the return on DTC is also lower than those other activities. As a result, none of the U.S.based marketing groups surveyed would increase their existing DTC spending even if given an extra 10 percent in their budgets. Thus, concluded Pharmalot's Ed Silverman in response to the survey, "DTC may have reached the proverbial point of diminishing returrns."

Although Cutting Edge's results are clear in black and white, interpretations of the company's survey results vary widely among pharma ad agency leaders. According to Jay Carter of AbelsonTaylor, Cutting Edge's results reflect an industry whose marketers are "growing up," learning where DTC dollars work best, and where they don't.

"DTC has not reached the point of diminishing returns," Mr. Carter told Med Ad News. "Instead, we are observing a maturation of our knowledge about what brands respond well to DTC and what brands don't. That trans-

lates to a group of brands that invest more and a group of brands that invest a lot less ? or not at all. Overall, as the number of brands that can benefit from DTC diminishes, I predict that DTC spend for the overall industry will decline substantially."

Along the same lines, but narrowing the focus, Reid Connolly of evoke interaction believes that changes in perception of DTC as a marketing tool are tied to the industry's shift away from the traditional blockbuster and towards more targeted compounds.

"The issue is not that DTC mass media has reached the point of diminishing returns, but rather that the make-up of brands being approved and launched right now is changing," Mr. Connolly says. "While DTC mass media will always be a valuable tool for blockbuster brands treating mass-market conditions when used as part of an integrated marketing mix, many of the brands coming to market are more specialized biologics or rare disease treatments. These brands require a more tailored relationship marketing approach, which DTC mass media alone cannot offer."

But no matter what the brand, DTC may still play an important role in any media mix. According to John Kenyon, VP of Targeted Media, the targeted marketing division of Time Inc., the great value of a good DTC campaign is how it can support other campaign elements and amplify the usefulness of the most important of pharma's marketing transactions ? the doctor/patient

continued on page 8

SWEETYM/

This month on

P2P healthcare and the portals of power: Peter Pitts of the Center for Medicine in the Public Interest talks about P2P Healthcare, where social media holds the keys to the portals of power.

Your metrics are useless: Digital marketers have developed the bad habit of gathering all sorts of useful data on user behavior but not actually using it to improve the user experience, according to Mike Nuckols and Walt Ruday of CDM Princeton.

tothepoint

By Christiane Truelove chris.truelove@

I think I have discovered a business even farther behind, IT-wise, than the

pharmaceutical industry. I found this out when my brother-in-law the IT guy was explaining

to me why he was no longer at the job he had just gotten late in the winter.

Brother-in-law had been hired to help this company (which shall remain nameless, but is a

small operation engaged in specialty equipment manufacturing) to update its pricing database,

its internal programs, et cetera. He had an inkling he was in trouble when he saw the server

ran on Windows 2000 NT and the database on Access 2000.

The server itself? Located in the break room, next to the coffee machine. When the old

server began to die and made an incredibly unpleasant screeching whine while doing so, the

solution was to close the door of the break room so people didn't have to listen to it.

In this issue, we're looking

The boss did eventually get a new server, but when the IT company that installed it began at how the pharmaceutical

to talk with him about building an operating system for the company, he refused to believe industry continues to change

that this was a necessary, nay, incredibly needed thing and thought they were trying to rip him its communication ways to take

off.

advantage of new technology

Another thing, the office had filing cabinets filled with copies of old order forms. Every order was printed out and filed. Not by customer, or even type of equipment ordered. By date. My brother-in-law actually offered to scan every piece of paper and put it on the server in a searchable format, but this was deemed to be "too risky."

? although changes have not been happening quickly at some companies, when change occurs, it happens comprehensively.

Other signs that my brother-in-law knew he'd soon be on the job hunt again: finding 279

iterations of the pricing database on the old server (meaning no one had ever gone in and cleaned out the old files each time the

database had been updated); the boss' refusal to acknowledge that buying new software meant that he needed to buy user licenses for

each employee; the boss breaking the router in a physical temper tantrum; and my favorite, the boss telling my brother-in-law that

the IT systems could be replaced "by a line of typewriters."

Admittedly, the pharmaceutical industry hasn't been very forward of the technology curve. I recall a few years ago at a Digital

Pharma ExL event, during the unconference session, someone from a pharmaceutical company that shall not be named was

complaining that the IT department there wouldn't let them use a browser other than IE6. But compared with my brother-in-

law's former employer, this company was on the technological cutting edge. I think my brother-in-law would have loved to have

even IE6. I understand that since that statement was made, the pharma company in question quietly installed new browsers for its

employees.

In this issue, we're looking at how the pharmaceutical industry continues to change its communication strategies to take

advantage of new technology ? although changes have not been happening quickly at some companies, when change occurs, it

happens comprehensively. In "The brave new world (of DTC)," Joshua Slatko takes a look at how the digital revolution is changing

the patient/brand relationship ? particularly the use of apps that can capture information about a patient's mindset and provide

real market data. Consumers are driving these changes. According to Michael Hudnall of grey healthcare group, the digitally savvy

consumer will force marketers to change their entire philosophy of what relationships are about. "For too long, a `relationship' has

centered around the brand communicating what it wants to when it wants to, with its strategy defined by answering the question,

`What do I want to say to this patient at this point?' The problem is that this doesn't best help the patients."

"A sweet challenge" examines how Sanofi's "Data Design Diabetes" challenge is changing the way the company is interacting with

potential partners, people with diabetes, and their caretakers to create cutting-edge tools to improve diabetes care. By encouraging

the development of high-tech tools for health and wellness, Sanofi is shifting beyond the bounds of what a pharmaceutical company

has traditionally done.

And in "A thousand pictures," the possible uses pharma could make of the social media site Pinterest are explored.

Pharma companies may be wrestling with the future of technology as it pertains to their marketing programs, but at least they

are making moves. Though they may not be moving as fast as their vendors would like them to, unlike my brother-in-law's former

employer, they are not totally underinvesting in needed technology ? or figuratively shutting the door of the break room so that they

don't have to listen to the coffee-spattered server die.

EDITORIAL ADVISORY BOARD

ELIZABETH IZARD APELLES CEO, Greater Than One Inc.

JAY APPEL Marketing Director, Physician Relationship Management, Amgen Inc.

JAY CARTER Senior VP, Director of Strategy Services, AbelsonTaylor

SANDER A. FLAUM Principal, Flaum Navigators; Chairman, Fordham Leadership Forum, Fordham Graduate School of Business

JOSH FRANKLIN VP, Sales and Marketing, Cornerstone Therapeutics Inc.

DIANE KRUSKO Former director, Pfizer Inc.

DENISE CLEMONS Director, Cardiovascular Marketing, Takeda Pharmaceuticals North America

ANGELA MICCOLI President, Cegedim Relationship Management

CHRIS ESPOSITO Managing Director, General Medicines Portfolio, Eastern PA, Novartis Pharmaceuticals

STEVEN MICHAELSON former Founder and CEO, Wishbone

MIKE MYERS President, Palio

LESLIE C. NORTH VP, Marketing, Women's Healthcare, Bayer HealthCare Pharmaceuticals Inc.

LINDA PALCZUK VP, Sales and Marketing, AstraZeneca Pharmaceuticals

PETER PITTS President, co-founder, Center for Medicine in the Public Interest

MICHAEL E. THYEN Director, Marketing and Sales Global Procurement, Eli Lilly and Co.

DENNIS URBANIAK VP, U.S. Diabetes, Sanofi US

MedAdNews

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MANAGING EDITOR, SPECIAL REPORTS Andrew Humphreys andrew.humphreys@

MANAGING EDITOR, MED AD NEWS Joshua Slatko joshua.slatko@

EDITOR AT LARGE Ed Silverman ed.silverman@

LEAD ART DIRECTOR Marco Aguilera marco.aguilera@

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EDITORIAL Send all press releases to editorial@. Please note that we prefer all press releases and other documents to be sent to us in electronic format, via the e-mail system to editorial@. All visuals, photographs, illustrations, and images should be submitted to editorial@ in .JPG, .TIF, or .PDF format at 300 dpi or higher. We do not accept press releases through the post or through facsimile. All press releases will be posted on our electronic-information resource at pharmalive. com. Appropriate press releases will be published in various departments in Med Ad News. Although we welcome article ideas, please note that we do not accept articles or manuscripts for publication. For general inquiries, call 609-759-7680, or e-mail Director of Content Chris Truelove at chris.truelove@ .

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MAY 2012 MED AD NEWS ? 3

This month on

Each month, Med Ad News editors provide content exclusively available on our Website, PharmaLive. com. This valuable industry coverage provides additional insight into news and events affecting pharmaceutical business and product marketing.

P2P healthcare and the portals of power Peter Pitts of the Center for Medicine in the Public Interest talks about P2P Healthcare, where social media holds the keys to the portals of power.

Your metrics are useless Digital marketers have developed the bad habit of gathering all sorts of useful data on user behavior but not actually using it to improve the user experience, according to Mike Nuckols and Walt Ruday of CDM Princeton.

inside

ON THE COVER

18TH ANNUAL REPORT: DTC ? BRAVE NEW WORLD (OF DTC) In order to respond to tectonic shifts in the marketplace, pharma brand managers must rethink their approach to the DTC relationship.

FEATURES

16 MEDICAL DEVICES ? LEFT TO THEIR OWN DEVICES Scandals over recalls and data disclosure haunt medical device makers.

18 SOCIAL MEDIA ? A THOUSAND PICTURES As the newest and shiniest social media tool, Pinterest is stirring the interest of pharma companies wanting to expand their social media programs ? but is it ready for pharma, and if so, how can it best be used?

Med Ad News Insider is a blog providing up-to-the-minute news, opinion, and commentary from the editors of Med Ad News magazine, with the same editorial focus on pharmaceutical business and product marketing you have come to trust from our print publication.

Searchable online database of pharma and biotech companies, their pipelines, financials, brands, and more. Learn more at neweKB. Contact Sandra Baker at 609-759-7682 or e-mail Sandra. Baker@.

WEBCASTS

Assessing your Salesforce Effectiveness: How do customers view your company's reimbursement IQ? Featuring Rhonda Greenapple, MSPH, CEO and founder, Reimbursement Intelligence; and Ed Silverman, editor, Pharmalot, Editor-at-Large, Med Ad News and R&D Directions Recorded May 23rd Please visit PharmaLive. com/webcasts for more details.

4 ? MED AD NEWS MAY 2012

22 DIABETES ? A SWEET CHALLENGE Through its open-source "Data Design Diabetes Challenge," Sanofi is looking beyond marketing drugs to help patients address the difficulties of everyday living with diabetes, and is finding new partners the company otherwise would never have connected with.

DEPARTMENTS

24 SALES & MARKETING Globalization of the pharmaceutical industry will challenge medical affairs organizations to better coordinate materials and establish global minimum standards in order to remain compliant.

26 INTERACTIVE AND DIGITAL MARKETING Social media is changing the nature of healthcare interaction, and health organizations that ignore this virtual environment may be missing opportunities to engage consumers, according to a report by the Health Research Institute at PwC US.

28 AD AGENCY UPDATE Ignite Health has relaunched the next generation of "Diabetes Nest", a Twitter-based platform using the latest technology to curate, filter, and present relevant, real-time conversations to the diabetes online community.

34 PEOPLE ON THE MOVE Merck has announced announced the appointment of Michael J. Holston as chief ethics and compliance officer of the company, effective June 25, 2012.

37 THE LAST WORD: SECOND THOUGHTS ABOUT SOME FIRST THOUGHTS Sander Flaum reviews his comments from an interview about great CEOs ? and adds a few things he wishes he'd said.

Med Ad News (ISSN 1067-733X) is published monthly by UBM Canon, 300 American Metro Blvd., Suite 125, Hamilton, NJ 08619, United States. Periodicals postage is paid at Hamilton, N.J., and additional mailing offices. POSTMASTER: Send address changes to Med Ad News, c/o UBM Canon, 300 American Metro Blvd., Suite 125, Hamilton, NJ 08619, United States. The U.S. subscription rate is $285 for one year; the Canadian subscription rate is $325 for one year; and the subscription rate for the rest of the world is $425 for one year. Advertising and editorial offices are located at 300 American Metro Blvd., Suite 125, Hamilton, NJ 08619, United States; telephone: 609-759-7600. For advertising, call extension 7674; for editorial, call extension 7680; facsimile: 609-759-7676. Canada Post: Publications Mail Agreement #40612608. Canada Returns to be sent to Bleuchip International, P.O. Box 25542, London, ON N6C 6B2 ? 2012. UBM Canon. All rights reserved. No portion of this publication may be reproduced in any form without the written consent of the publisher. Printed in the United States.

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WHAT'S ONLINE

YOUR METRICS ARE USELESS Digital marketers have developed the bad habit of gathering all sorts of useful data on user behavior and then not using it, write Mike Nuckols and Walt Ruday of CDM Princeton.

SOLVING THE PROMOTIONAL PUZZLE: HOW TO EFFICIENTLY MANAGE REGULATED PROMOTIONAL MATERIALS New cloud-based technology is helping connect the many pieces of today's promotional materials management puzzle.

WHAT PHYSICIANS WANT? IT'S SPELLED D-I-G-I-T-A-L A study by Publicis Touchpoint Solutions quantifies physicians' demand for all things digital from pharma companies.

A DYING MOM, A YOUTUBE PLEA, AND GENENTECH A woman with Stage 4 breast cancer harnessed the power of social media to convince Genentech to give her access to an experimental drug.

Go to dotpharma to read these stories

WHAT'S IN PRINT

BRAVE NEW WORLD (OF DTC) ? DIGITAL REVOLUTION One point of nearly unanimous agreement among industry marketing leaders is that pharma stands on the edge of a digital revolution in the brand/patient relationship. Go to page 10

A THOUSAND PICTURES As the newest and shiniest social media tool, Pinterest is stirring the interest of pharma companies wanting to expand their social media programs ? but is it ready for pharma, and if so, how can it best be used? Go to page 18

A SWEET CHALLENGE Through its open-source "Data Design Diabetes Challenge," Sanofi is looking beyond marketing drugs to help patients address the difficulties of everyday living with diabetes, and is finding new partners the company otherwise would never have connected with. Go to page 22

SOCIAL MEDIA LIKES HEALTHCARE: PWC STUDY Social media is changing the nature of healthcare interaction, and health organizations that ignore this virtual environment may be missing opportunities to engage consumers, according to a report by the Health Research Institute at PwC US. Go to page 26

A look at the evolution of pharmaceutical business and brand marketing over the past 30 years by the editors of Med Ad News.

6 ? MED AD NEWS MAY 2012

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18TH ANNUAL REPORT: DTC

continued from page 1

conversation. But DTC's influence on that conversation is not well-perceived by marketers ? thus the belief in "diminishing returns."

"Our research has shown that physicians and patients, as well as DTC brands, have a common goal: to create more meaningful dialogue between physician and patient," Mr. Kenyon says. "This exchange continues to be at the center of proper diagnosis and compliance. Wellexecuted DTC can drive the exchange. While the importance of patient adherence, provider support, and CME is not in question, DTC is also a critical component for many successful brands. But DTC as a driver of that success is not clearly understood. Ask yourself this: if a brand were truly achieving a 2-to-1 ROI for a given DTC initiative, why would they ever suspend it?"

Mr. Kenyon believes that patient adherence, provider support, and CME assist the physician side of the education process, but DTC is still needed to educate the patient so that these discussions can be more succinct and beneficial to patients, physicians, and brands. A more informed patient, he says, is more apt to ask relevant questions and to use their time with the physician more effectively. Crucial to this, and sometimes lost under the flashy lights of expensive TV campaigns, is the value of point-of-care materials.

"Point of care is an important subset of DTC, and is closest to the physician/patient exchange," Mr. Kenyon says. "In fact, our research shows that, on average, one in three doctors noticed an increase in condition-specific discussion with their patients, and 65 percent of doctors stated that patients asked about specific treatment options when a targeted DTC cam-

paign was running. Point-of-care communication provides brands with the opportunity to significantly elevate the quality of the physician/ patient conversation, but still it continues to be an underutilized component of the DTC mix."

The real danger of declining faith in DTC, Mr. Kenyon believes, is that in the absence of effective DTC, marketers may inadvertently create a physician/patient dialog that is one-sided and much less constructive. Properly executed, he says, DTC provides an important source of information for patients to prepare themselves for proper diagnosis by their physician or other healthcare provider.

Some ad agency leaders are especially dubious regarding the "diminishing returns" conclusion. In responding to questions about the Cutting Edge survey, Michael Hudnall of grey healthcare group cited research that reached very nearly the opposite conclusion.

"There are few consumer brand managers who would tell you that their brands are optimally funded," Mr. Hudnall told Med Ad News. "We know that DTC is proven to work and can drive very high ROI when properly executed and funded. When compared against the optimal investment analyses fielded by many pharma companies, DTC is often underfunded."

Mr. Hudnall is careful to add, though, that the situation is not quite that simple.

"A brand must ask, even though this incremental DTC investment might deliver a relatively lower return, is the positive return it will yield more important than the opportunity to fund another program?" he says. "The other reality is that every brand has funding challenges and needs to support multiple objectives beyond just DTC to maximizing return against all marketing objectives, adequately support all

GROUPED MEDIA -- DIRECT-TO-CONSUMER ADVERTISING EXPENDITURE

Media Type

Expenditure in 2011 ($) Expenditure in 2010 ($) % Change

TV

2,433,505,024

2,481,264,978

-1.9%

Magazine

1,213,496,210

1,201,682,058

1.0%

Newspaper

244,229,517

236,489,959

3.3%

Radio

35,125,884

51,252,747

-31.5%

Outdoor

1,848,927

3,768,758

-50.9%

Total

3,928,205,562

3,974,458,500

-1.2%

Source: Nielsen () Group Media Type Breakdown: TV = Network, Cable, Syndicated, Spot 210, Spanish Language Network, Spanish Language Cable; Magazine = National, Local, National Sunday Supplement, Local Sunday Supplement; Newspaper = National, Local; Radio = Network, Spot

core target audiences, and fund other critical programs like detailing, KOL programs, patient support and RM, access ... and hopefully with some room to test innovative ideas."

Other executives believe that DTC strategies have become victims of the increasing ability of marketers to closely track the efficiency of their campaigns. This does not necessarily augur the end of DTC, though ? just that marketers need to do a better job of maximizing its efficiency and tracking its effectiveness.

"DTC is getting a bad reputation because it hasn't historically been tasked to deliver cost-effectiveness," says Rob Rebak of QualityHealth. "Back in the day of the blockbuster, efficiency didn't factor into the DTC decision. So today, with overall prescription sales declining in a generics-dominated market, and new entrants tending to be smaller specialty products, many executives are ready to walk away from the potential waste of TV, print, and even online display ads rather than hold DTC to a higher standard."

For DTC to continue to be a market driver,

Mr. Rebak believes, it has to deliver very efficient customer acquisition at scale and with lower financial risk. This, he says, is quite possible in today's data-driven ad tech ecosystem, where marketers can quickly find and engage the right consumers with the highest conversion rates to deliver on real ROI.

As a leader at one of the industry's most prominent DTC shops, Terry Voltz of Draftfcb might be expected to argue strongly in favor of mass media DTC's continuing value as a marketing tactic. Not quite so; but Mr. Voltz is very clear about the tactic's value for large market products.

"I would agree that pharma marketers are ? very correctly ? no longer seeing mass media as a panacea to drive their business," Mr. Voltz says. "As consumer targets are being segmented more carefully, narrowing and defining target patient groups rather than reaching out to everyone, mass DTC can become less attractive. However, it remains an appropriate option in broad-based, consumer-driven categories ? ED and statins, for example ? and if you want to in-

DTC spending down for fifth consecutive year

By Andrew Humphreys andrew.humphreys@

Direct-to-consumer spending during 2011 for the U.S. healthcare industry's prescription medicines decreased compared with 2010. The combined TV, magazine, newspaper, radio, and outdoor expenditure totaled $3.93 billion in 2011, a 1.2 percent decline versus the previous calendar term according to data from Nielsen.

In terms of the media groups, the largest increase in DTC expenditure for 2011 came from newspaper, which rose 3.3 percent to $244.2 million. The largest decline occurred with outdoor, which experienced a 50.9 percent decrease to $1.8 million. Television was the leading media group in terms of 2011 DTC spending at $2.43 billion, decreasing 1.9 percent versus 2010. The No. 2 group was magazine, with 2011 spend growing 1 percent to $1.21 billion. Direct-toconsumer spending on radio dropped off 31.5 percent to $35.1 million.

The diseases/medical uses targeted with the most direct-to-consumer dollars during 2011 included high cholesterol, erectile dysfunction, depression, arthritis, and COPD.

Leading DTC spenders and brands

Pfizer () was the No. 1 pharma DTC spender in 2011 at $886 million according to Nielsen data, marking the fifth consecutive year that the New York-based company paced the industry. Pfizer allocated its DTC spend on brands such as the cholesterol-lowering therapy Lipitor, the erectile dysfunction drug Viagra,

the arthritis treatment Celebrex, the pain medication Lyrica, the major depressive disorder drug Pristiq, and the smoking cessation product Chantix. Each brand was backed by more than $50 million in consumer promotion during 2011.

Lipitor was the second-most-promoted medicine to consumers during 2011 at an expenditure totaling $220.8 million. This amount represented a 12 percent decrease versus the 2010 figure for Lipitor. From 2000 through 2011, Lipitor was the most-promoted prescription medicine advertised to consumers at a total budget exceeding $1.65 billion. More than $700 million of that amount was spent during the past three years, as Pfizer ramped up DTC advertising for the top-selling Rx drug of all-time before U.S. generic competition took effect at the end of November 2011.

Pfizer's No. 2 DTC product in 2011 was Viagra at $127.6 million, which was a 23 percent increase versus 2010. Trailing Viagra was Celebrex at $114.2 million, compared with $34.2 million in 2010. Lyrica was Pfizer's fourth-leading DTC brand in 2011 at $103.2 million, up 4 percent compared to 2010. Pristiq's consumer expenditure during 2011 came in at $96.3 million, dropping 22 percent versus the previous calendar term. The DTC expenditure for Chantix in 2011 decreased 20 percent from 2010 to $80.5 million.

For the second year in a row, Eli Lilly (lilly. com) was the No. 2 industry spender. Indianapolis-based Lilly increased its direct-to-consumer spending 6 percent to $445.1 million for 2011. About $414 million was directed toward two brands: the pain medication and antidepressant Cymbalta and the erectile dysfunction drug Cialis. These products were the most-promoted brands to consumers in 2011 along with Lipitor. Cymbalta accounted for $270.4 million and the Cialis portion came in at $143.8 million.

Coming in third place for a second consecutive term was AstraZeneca (astrazeneca. com) at $340 million, with direct-to-consumer expenditure dropping 8 percent versus 2010. The company's U.S. pharma DTC spending was allocated toward the likes of the mental-health disorder product Seroquel XR, the cholesterol drug Crestor, the asthma and COPD medication Symbicort, and the osteoarthritis treatment Vimovo.

AstraZeneca's top-promoted drug to consumers last year was Seroquel XR, which is indicated for major depressive disorder, schizophrenia, bipolar mania, and bipolar depression. The product's expenditure for consumer promotion toward depression increased from $22.5 million in 2010 to $94.1 million for 2011. Crestor's DTC spend dropped off 36 percent from 2010 to $61.9 million for last year. Spending decreased 7 percent for Symbicort Inhaler's COPD indication to $58.6 million during 2011 (the figure for the drug's asthma indication was not available). Vimovo made its debut on the top 20 brand DTC list in 2011, coming in at $53.7 million, a 162 percent jump over its 2010 number.

GlaxoSmithKline () ranked No. 4 among all pharma/biotech spenders in 2011 with a DTC budget of $204.9 million, a 36 percent decrease compared to 2010. Leading the way was Advair Diskus for chronic obstructive pulmonary disease. Spending allocated toward Advair Diskus for COPD in 2011 declined 23 percent to $82 million from 2010 (the amount for the product's asthma indication was unavailable).

Ranked as the No. 15 pharma consumer spender of 2010, Boehringer Ingelheim (boehringer-) shot up 10 spots to finish fifth for 2011. The company's DTC expenditure more than doubled from $81 million during 2010 to $190.3 million for last year. The

hiked-up DTC spending resulted from consumer promotion of Pradaxa, which received FDA marketing clearance during October 2010. Boehringer Ingelheim spent $108.9 million on the blood clot drug's U.S. consumer promotion in 2011. BI's direct-to-consumer expenditure for the COPD product Spiriva HandiHaler rose 10 percent to $75.2 million for 2011.

The other top 10 pharma/biotech DTC spenders in 2011 were Merck (), Abbott Laboratories (), Allergan (allergan. com), Amgen (), and Otsuka Pharmaceutical (otsuka-). Merck of Whitehouse Station, N.J., spent $186.9 million, down 17 percent compared to 2010. lllinoisbased Abbott was last year's No. 7 DTC spender at $182.6 million, representing a 39 percent jump versus 2010. With headquarters in Irvine, Calif., Allergan spent $158.8 million promoting medicines to consumers during 2011, marking a 6 percent decline in comparison to the 2010 amount.

In 2011, Amgen spent more than double (111 percent increase) its 2010 expenditure for a total of $140.9 million. The California-based company's most-promoted medicine to consumers last year was the arthritis treatment Enbrel with a DTC spend of $99.6 million. The 163 percent improvement compared to 2010 landed Enbrel among the top 10 most-promoted prescription products to consumers during 2011.

Rounding out the top 10 DTC spenders during 2011 was Otsuka with an expenditure of $134.9 million, a 14 percent drop-off compared to the company's 2010 spend. Otsuka spent $131.2 million on the antidepressant Abilify, which was about the same amount as in 2010. The drug's indications include schizophrenia, bipolar disorder, major depressive disorder, and autistic disorder.

8 ? MED AD NEWS MAY 2012

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