These days, selling direct-to-consumer (DTC) advertising space/time to pharmaceutical brand teams can be a tough sell. Promotional budgets are tight, and without hard data on how a medium’s reach aligns with a brand’s target audience, marketers are less likely to take a risk than in the past. In fact, DTC spending has been trending downward for several years; U.S. pharmaceutical companies spent 20% less on reaching consumers in 2011 than they did in 2007. And without measurable proof that an advertising investment delivered a positive return…
Figure 1: Regions with the Highest Concentration of Diabetes Patients based on Brand Development Index
Figure 2: % Cumulative Conversion Rate Top Geographies
Heather Alba, Engagement Manager, IMS Health. IMS is a leading provider of information, services, and technology for the healthcare industry, covering markets in 100+ countries around the world. For more information, visit imshealth.com.