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Pharma Promo Spending Mostly Level Despite Challenges

 
• By Lisa LaMotta

The pharmaceutical industry continues to invest heavily in promotional activities even as many drugs go off patent and new drug launches become less frequent.

Despite the challenges that the pharmaceutical industry has faced over the last five years – blockbuster drugs losing patent protection, pipelines drying up, and the economy taking a wrong turn – the industry continues to invest in promotional activities at much the same level as in 2007.

Overall, the total amount the industry has spent on promotion in the U.S. – including DTC advertising, samples, events, journal ads, detailing and electronic promotion – has declined only $5...

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