$4.5 Billion Direct-to-Consumer Pharmaceutical Marketing Industry Faces Uncertain Future

Withdrawal of high profiled products like Merck's Vioxx and other factors are putting into question the future of direct-to-consumer pharmaceutical market.

New York (PRWEB) April 26, 2005 -- Direct-to-consumer (DTC) marketing spending by the pharmaceutical industry totaled nearly $4.5 billion in 2004, reaching its highest one-year total yet, according to Direct-to-Consumer Pharmaceutical Marketing 2005: Controversies Continue, (http://www.kaloramainformation.com/pub/1030057.html) a new report released today from Kalorama Information. However, the withdrawal of high profile products like Mercks Vioxx, the suspension of Pfizers DTC campaigns for Celebrex, and a variety of business, regulatory, and consumer trends have begun to call into question the future of the DTC market.

Direct-to-Consumer Pharmaceutical Marketing 2005: Controversies Continue reports that although DTC expenditures by pharmaceutical marketers has been on a dramatically rising course, strong forces are beginning to emerge that will undoubtedly limit growth in the coming years and possibly cause the market to contract.

Even before the controversies surrounding the Cox-2 inhibitors, it was becoming clear that the future of DTC marketing in the United States would not be 'more of the same," notes Joan Cavanagh, the author of the report. Widespread criticism from physicians, payers, legislators, and regulators; public outcry over the saturation of the airwaves, particularly with erectile dysfunction product ads; and highly debatable ROI assessments point to slowing growth even the rosiest of scenarios."

The Kalorama Information report thoroughly examines spending levels and growth, research to date on DTC return on investment (ROI), and DTC promotional strategies and channels. Surveying the attitudes and opinions of top executives in the field, Direct-to-Consumer Pharmaceutical Marketing 2005: Controversies Continue concludes with likely market scenarios for DTC pharmaceutical promotion through 2007.

Priced at $1,995, it can be purchased directly from Kalorama Information by clicking http://www.kaloramainformation.com/pub/1030057.html. It is also available at www.MarketResearch.com.

About Kalorama Information
Kalorama Information, an imprint of MarketResearch.com, supplies the latest in independent market research for the life sciences. For more information, contact Steven Heffner at 212-807-2634 or sheffner@kaloramainformation.com, or visit www.KaloramaInformation.com.

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