(Survey started 14 August 2012)
This survey asks your opinion regarding the future of Direct-to-Consumer (DTC) advertising spending; specifically comparing spending in the near future (2013-2017) compared to recent years (2008-2012). Keep in mind that there may be a new administration in the White House, a new Congress, and newly-appointed regulators in the next 4 years.
Experts such as Rich Meyer, a former Eli Lilly marketer who now runs Online Strategic Solutions, a healthcare marketing consulting firm, and author of the World of DTC Marketing blog, said: "Over the last few weeks I have taken an informal survey among my colleagues in the pharmaceutical industry regarding their DTC budgets for 2013. What I am hearing back is that budgets are not only being cut, they are being cut substantially, anywhere from 20 percent to 40 percent."
The political climate is not the only factor that may impact DTC spending. Respondents are asked to predict whether measured media (broadcast TV, radio, and print.) DTC spending will increase or decrease in 2013 compared to 2012. Respondents also rate the importance of several factors that influenced their prediction about the future of measured media DTC ad spending. Response choices: Very important, Somewhat important, Not important. Factors:
- General state of the economy
- DTC marketing "brain drain"
- Publicity/Public sentiment
- Regulatory environment
- Gut feeling
- Return on investment
- Patent expiry/Generic competition
- Competition with other forms of brand promotion such as via Internet search, social media, PR, etc.
Respondents are also asked if they think the pharmaceutical industry plans on increasing or decreasing spending in the following DTC channels in 2013-2015:
- TV Ads
- Print Ads
- Consumer brochures
- Internet Advertising (excluding social and search)
- Search Engine Marketing
- Social Media Advertising (FB, Twitter, etc)
After completing the survey -- it takes only 5 minutes -- you will be able to see the de-identified results to date.
What's your view? Take the survey and tell us (you can view up-to-date survey results after taking the survey here).
You can view a complete and up-to-date online Summary of Responses after taking the survey yourself: here.
Resources & Further Reading: