Study: Cancer products tops in journal advertising
Cancer products remain tops in advertising in professional health journals, according to the latest research from Kantar Media Healthcare Research. In the first half of 2013, advertisers in professional health journals purchased about 45,829 total pages, and total print advertising dollars in professional health journals reached more than $288 million. Cancer therapies were the top drug class in advertising by both pages and dollars, with 4,546 pages and $23 million in spend in professional health journals. The class also held the top spot at the mid-year point in both 2011 and 2012. The diabetes oral category has made a significant jump since 2012, rising 163 percent in page count to 842 and from 21st to 3rd among all drug categories. Anticoagulants, the second-ranked class, increased page count by 18 percent to 2,115.
“The increase in media spend within oncology is an indicator of how active this field is with introducing new, innovative products,” says Jennifer Oleski VP, account director, GSW. “As more products enter the market, they will continue to compete for valuable share of voice and mind space. That clearly represents an exciting opportunity for an advertising agency to help clients achieve their business goals.”
Oleski did not find the study results exceptionally surprising. “Overall, the increase in media spend is not surprising because of the changing dynamics within oncology – new products entering the market, innovations in treating some of the more complex tumor types, environmental factors impacting the cost of care, and additional guidelines regulating the interactions between pharma and healthcare providers,” she says. “All of these factors have created a need for more information yet less access to it. The question for many brand managers will be how to determine the ROI on their media spend vs. the other non-personal channels that may afford them the opportunity to provide deeper brand engagement.”
Matt McNally, president, Publicis Health Media also says that the Kantar Media study results were not shocking. “We are also seeing an overall increase in ad spend across all channels for oncology therapy products,” he told Med Ad News. “The oncology treatment landscape has been evolving over the past few years. For example, with combination therapies and the launch of more niche targeted oncology treatment agents, there is a need for marketers to ensure their products remain top of mind in a rapidly changing therapeutic landscape. Furthermore, journal and digital programs are utilized to compliment efforts of oncology sales forces. We are also seeing significant increases in digital investment in oncology. Marketers are able to precision-target and create customized experiences both online and via mobile for their healthcare professional audiences.”
Regarding individual pharma companies, Johnson & Johnson has maintained its spot at the top pharma company advertising in professional health journals by dollars. The company spent $20 million advertising in professional health journals through the second quarter of this year, about 7 percent of the total advertising share. Forest Laboratories placed second, with $9 million in spend, while Pfizer spent $8 million and Novartis spent $6 million.
As for brands, the oral anticoagulant Xarelto was the top drug product being advertised in professional health journals through the second quarter of 2013 by both pages and dollars, according to Kantar Media. In the first half of the year 1,221 pages appeared in journals with advertising for Xarelto, costing about $9 million, an increase of 32 percent from this period last year. Xarelto, marketed by Bayer, was the second-ranked product by dollars last year at this time. Three products finished tied for second in dollars: Linzess Capsules, an experimental drug for irritable bowel syndrome being developed by Ironwood Pharmaceuticals; Tudorza Pressair Inhalation powder, a chronic obstructive pulmonary disease brand approved by FDA in July 2012 and marketed by Forest; and Invokana, a first-in-class treatment for type 2 diabetes approved by FDA in March and marketed by Janssen. Each of these brands spent about $5 million on journal ads in the first half of 2013. Placing fifth with $3 million in spend, an increase of 51 percent, was the prostate cancer drug Zytiga, marketed by Centocor Ortho Biotech. The Forest antidepressant Viibryd, which took the top spot for the first half a year ago, fell all the way to 15th this year with an 81 percent decrease year-over-year.
Posted: October 2013