Direct-to-Consumer Advertising of Pharmaceuticals: An Integrative Review - Innovation and Marketing in the Pharmaceutical Industry - page 623

Fig. 21.5 DTCA by media in 2008. Source : Liu and Gupta ( 2011 )

Table 21.1 Top companies—DTC advertising (millions) in the USA in 2010
Rank Company DTC dollars % of total spending

1 Pfi zer $967.5 22.3

2 Eli Lilly & Co. $470.8 10.8

3 AstraZeneca $422.7 9.7

4 GlaxoSmithKline $338.6 7.8

5 Bristol-Myers Squibb $330 7.6

Source : Kantar Media. US measured media ad spending in 17 media

Table 21.2 Top products—DTC advertising (millions) in the USA in 2010
Rank Brand DTC dollars % of total spending

1 Pfi zer's Lipitor $272.0 6.3

2 Lilly's Cialis $220.6 5.1

3 Lilly's Cymbalta $206.0 4.7

4 GSK's Advair Diskus $200.5 4.6

5 BMS's Abilify $155.7 3.6

Source : Kantar Media. US measured media ad spending in 17 media

lack information on whether such information is valid.” In a study of the online
DTCA marketing practices of the top ten global pharmaceutical fi rms and the largest
ten drugs of 2009, Liang and Mackey ( 2011b ) found that all ten fi rms had a presence
in Facebook, Twitter/Friendster, and sponsored blogs and RSS feeds. More worry-
ingly, however, nine out of the ten drugs had a noncorporate marketing presence by