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Pharmaceutical companies are forecast to generate $10.6 billion in sales via direct marketing in 2008 – and $15.2 billion in 2012, according to a new Direct Marketing Association (DMA) report, “Direct Marketing Facts and Figures in the Pharmaceutical Industry.”

Key findings from the report include the following:

  • In 2008, pharmaceutical direct marketers will spend more than $1 billion on direct marketing, reap revenues of $10.6 billion, and earn an advertising ROI of $10.27 on each $1 spent.
  • Between 2007 and 2012, direct marketing-driven sales are projected to grow at a 9.4% compound annual growth rate (CAGR).
  • The business-to-business category is responsible for nearly 65% of pharmaceutical direct mail advertising today.
  • Commercial email spending is projected to increase at 21.9% CAGR from 2007 to 2012.
  • In 2012, internet advertising expenditures will be nearly $173 million, up from an expected $93.6 million this year.
  • Direct marketing-driven Web-driven sales this year will total nearly $1.9 billion – and by 2012 they will double, reaching nearly $3.8 billion.
  • Print marketing will generate more than $2 billion in sales this year.
  • From 2007 to 2012, direct mail spending is forecast to grow at a 7.1% CAGR.
  • Insert media sales is expected to surpass $41 million in 2008.

About the report: The 127-page report consists of nine chapters – Pharmaceutical Overview; Catalogs; Commercial Email; Direct Mail; Insert Media; Internet Marketing; Print Media; Broadcast Media; and Telephone Marketing – and is broken down into three subsets of data: direct marketing spending, sales, and employment.

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