Pharmaceutical companies are investing again in print advertising

In the United States, according to Kantar Media data, there was a turnaround with an increase in drug advertising spending of 8.4% in 2015

13 aprile 2016 – di Redazione Aboutpharma Online

Good news for the world of scientific publishing. According to the latest Kantar Media data, in fact, there has been a turnaround and spending on drug advertising that companies reserve for paper newspapers has started to grow again.

In 2015, advertising investments in the United States reached 372 million dollars, with a growth of 8.4 percent. The peak of sales was recorded in 2011 with 405 million dollars, while last year there was also an increase in the total number of pages dedicated to promotions in medical-surgical journals, which grew by 7.9 percent.

New England Journal of Medicine, Journal of the American Medical Association, American Family Physician, Journal of Clinical Oncology and Medical Economics among the journals with the highest revenue from drug advertising. . On the corporate side, Johnson & Johnson maintains its position as the “2015 top spender” in print promotion, despite a 13.5% decline in assets, to $30 million. Eli Lilly is placed ssecond with 22.5 million, Gilead third with 20 million.

“People still read print journals, which are very effective – says Art Wilschek, director of sales at the New England Journal of Medicine – digital is important, but it hasn't replaced them yet”.

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