Research from MediaRadar has identified diabetes as the largest therapy area for pharma direct-to-customer (DTC) advertising spending in 2021. Also in the top five are psoriasis, arthritis, HIV/AIDs, and breast cancer. Approximately $777 million was spent on ads for diabetes medicines and devices last year, likely due to the large patient population and competitive market, with over 90% of spending going to TV ads.
According to Beth Snyder Bulik of Endpoints News, “The TV story repeated across the other top spending categories although none were quite as lopsided as diabetes. In psoriasis, 76% of the $670 million spent last year went to TV. In the No. 3 category, arthritis, 83% of the $554 million spent went to TV, followed by HIV/AIDS’ 66% on TV and breast cancer category 71% of budgets spent on TV.”
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(Source: Endpoints News, May 20th, 2022)