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Pharmaceutical companies will spend more than $1 billion on direct marketing in 2008 and see revenues of $10.6 billion, according to a new report from the Direct Marketing Assn., New York.

And those figures will not slow down any time soon. Over the next five years, direct marketing-driven sales are projected to compound 9.4% annually, topping $15 billion in 2012.

"The American pharmaceutical industry employs direct marketing extensively and successfully," DMA research manager Michelle Tiletnick said in a statement.

Marketing dollars also will continue to be spent in other key areas, according to the Direct Marketing Facts and Figures in the Pharmaceutical Industry. In 2012, for example, Internet ad expenditures from pharmaceutical companies will be nearly $173 million, up from an expected $93.6 million this year. Meanwhile, direct marketing Web-driven sales will reach nearly $3.8 billion by 2012, almost double from the $1.9 billion projected in 2008.

Not to be overlooked, print marketing will generate more than $2 billion in sales this year.

"Initially, DMA was going to include the pharmaceutical industry as part of our healthcare report, which was published in February," said Tiletnick. "However, upon review of the information, we realized that pharmaceutical and healthcare marketers were different enough that each merited its own report."

—Staff Report

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