Professional Ad Spend in Medical Journals Tops $610 Million in 2012
Print ad dollars in professional health journals exceeded $610 million in 2012, 11.4% below the 5-year average, according to Kantar Media. However, the product classes Anticoagulants Oral and Seizure Disorders both showed large increases in dollars.
Top 5 Print Ad Product Classes (Dollars) Jan – Dec 2012
#1 Cancer Therapy Products $43.3MM (-6%)
#2 Anticoagulants Oral $21.1MM (+71%)
#3 Diabetes Insulin $19.5MM (-24%)
#4 SSRI/SNRI $16.0MM (-68%)
#5 Seizure Disorders $10.5MM (+82%)
Forest Laboratories had 3 of the top 10 print-advertised products and ended 2012 as the company with the most dollars spent ($33MM).
Xarelto Tablets (Janssen) ended the year as #1 with print ad spend of $11.7 million and 1,949.5 pages, making a huge jump from 2011 when it ranked #13 in dollars spent. Last year’s #1 product Viibryd (Forest) fell to #2 with over $10.3 million in print advertising, while Daliresp (Forest) rounded out the top 3 with $7.8 million in print advertising. The only newcomer to the top 10 was Intermezzo Sublingual Tablet (Purdueph) with $6 million spent.
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