Pharmaguy's Insights Into Drug Industry News
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Pharmaguy's Insights Into Drug Industry News
Pharmaguy curates and provides insights into selected drug industry news and issues.
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Ad Revenue Drops Sharply in 1st Half of 2017 for Medical Journals - Except Oncology!

Ad Revenue Drops Sharply in 1st Half of 2017 for Medical Journals - Except Oncology! | Pharmaguy's Insights Into Drug Industry News | Scoop.it

Journal ad revenue in the first half of 2017 was down nearly 17% against the year-ago period, but it shouldn't come as a surprise. Two possible reasons: First, established brands with money to spend will continue to spread it across channels, but smaller ones' dollars have shifted to other media. And second, a younger generation of planners aren't as sold on print as their predecessors. Perhaps the most pressing question is whether this is a blip on the radar or the beginning of the end.

See the top 5 journals ranked by revenue, the top 25 advertised brands, and the top 25 advertised categories here.

 

Further Reading:

“Reports of the Demise of Medical Journal Ads Have Been Greatly Exaggerated”; http://sco.lt/6kNvRx

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Many Physicians Like Medical Journal Ads, Says Kantar Media, But Not DTC Ads, Says AMA

Many Physicians Like Medical Journal Ads, Says Kantar Media, But Not DTC Ads, Says AMA | Pharmaguy's Insights Into Drug Industry News | Scoop.it

According to Kantar Media's Sources & Interactions Study, September 2015: Medical/Surgical Edition, 43% of physicians feel that ads in print medical journals are a necessary compromise because they keep costs down. What is perhaps even more optimistic is that 48% said ads are a useful component in journals.


Only 7% that think ads interfere with their ability to read journal content, and even less (5%) prefer to read medical journals that do not carry any advertising even if it means paying more.  We’ve also discovered that 24% of those surveyed pay more attention to ads for new products.

 

Kantar Media’s Sources & Interactions studies power informed decisions on healthcare professional promotional mix strategy for marketers and agencies, and provide medical publishers and content providers with actionable data on where their offerings fit into healthcare professionals’ information inventory. 


The Medical/Surgical edition of the study, conducted every six months and based on input from more than 3,000 physicians across 22 specialties, documents how doctors prefer to learn and keep up to date on medical developments through media, meetings, sales rep interactions and more. Sources and Interactions provides critical insight into how to most effectively engage physicians and reach them with news, educational content and promotional messaging.  

Pharma Guy's insight:

Meanwhile, the American Medical Association wants to ban all DTC ads directed at consumers. For more on that, read "AMA Calls for Ban on Direct-to-Consumer Ads"; http://sco.lt/4iRfrF 


Drug print ads aimed at patients are usually upbeat showing the benefits of the pill. Print ads intended for physicians on the other hand are often dark and downright scary. Maybe that's why they like them :) For more on that read "Scary Pharma/Drug Ads in Medical Journals"; http://bit.ly/21g6evh 

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Reports of the Demise of Medical Journal Ads Have Been Greatly Exaggerated

Reports of the Demise of Medical Journal Ads Have Been Greatly Exaggerated | Pharmaguy's Insights Into Drug Industry News | Scoop.it

Every six months, when Kantar Media releases its latest batch of journal ad data, pundits look for signs of print's imminent demise. And every six months, they find instead a resilient channel, down a touch from its pre-recession heyday — and, overall, only slightly off its all-time 2015 high. Here's the latest snapshot of print advertising's fortunes as we approach the end of the second decade of the digital era.

 

Further Reading:

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