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Pharma spent $342m on journal advertising in first half of 2014

J&J led spending and Invokana was most advertised brand

edit-Kantar_Media_PHPharma companies spent more than $342m on print advertising in professional health journals in the first six months of this year, according to new figures.

Kantar Media says its research shows a 1% rise in pharma's print journal advertising and it names Johnson & Johnson - whose spending of almost $23m on advertising drugs products accounts for 7$ of the total advertising share - as the industry's single biggest spender.

GlaxoSmithKline was the second highest spender investing $9m, less than half that spent by Johnson & Johnson, but up 110% for the company compared to the 2013 period.

Takeda, Pfizer and Novartis were the next highest spenders, each investing $7m in print advertising.

Kantar says the total number of advertising pages purchased in medical journals was down, year-on-year, by 2% to 53,094.

On a therapy basis, oncology brands lead the spending, accounting for $25m and making up 7% of the total market share, followed by oral diabetes drugs ($14m), up 52% from July 2013, and forming 4% of sales.

Meanwhile, in brand terms Invokana, the first-in-class type 2 diabetes drug from J&J's Janssen unit was the most advertised drug product in the first six months of 2014.

J&J spent $12m to advertise the drug, which was approved in the US in April 2013, was up 84% on the same period in 2013, while Lundbeck's antidepressant Brintellix was next in spending terms with $7m.

Behind those two came Bayer's blood clot drug Xarelto and Forest's anti-depression treatment Fetzima, each of which spent $5m on print journal advertising.

Article by
Kirstie Pickering

11th September 2014

From: Marketing



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