Your Monthly Prescription for Ad Industry Updates | June 2016
New IMS Report Reveals Global Cancer Drug Spending to Exceed $150 Billion by 2020
by Kerry Lawlor
Cancer is one of the most prevalent diseases around the globe with fatality rates that are extremely discomforting to the friends and families of cancer patients and the oncology domain as a whole. With every new development in the fight against cancer, the spending backing new therapies and research for an ultimate cure continues to increase.
Key Insights from IMS’ Global Oncology Trend Report:
“New therapies have driven up spending and widened treatment options for patients. New targeted treatments, such as the new immuno-oncology drugs from Bristol-Myers Squibb, Merck, and Roche, have shown dramatic promise in improving clinical outcomes.”
“Nearly 90% of cancer drugs currently in clinical development are targeted therapies, up from 78% in 2005. R&D activity is particularly high for non-small cell lung cancer and melanoma.”
“The total cost of cancer therapeutics and medicines used in supportive care – measured at the ex-manufacturer price level before the application of rebates or other price concessions – reached $107 billion in 2015, representing an increase in constant dollars of 11.5% over the prior year.”
“A diverse set of over 500 companies are actively engaged in late phase oncology R&D, including most leading global companies and many newcomers.”
What Does Programmatic Mean for Sales Reps?
by Tori Levenson
Programmatic is not predicted to replace the human element of ad buying. Programmatic buying allows marketers to receive the data consumers leave behind online. Data stored offline benefits marketers by allowing them to target online media sites. Programmatic buying allows advertisers to program their media buys with a target audience in mind. This provides marketers with more time and funds to focus on building creative content that is relevant and entertaining.
Pharma Advertisers: Are You Being Left Behind as HCPs Go Mobile?
by Daniel McDermott
Doctors and healthcare professionals historically have been slow to adapt to new technology, yet the benefits of using mobile advertising could change the landscape. With the widespread availability of various technological platforms, mobile phone use seems to be at the forefront. 52% of physicians say they use their mobile device to access data. So, if a majority of healthcare providers (HCPs) are actively engaging with their mobile devices, why aren’t pharma companies investing more dollars in mobile advertising?
The pharmaceutical industry is lagging behind other major industries in terms of utilizing the developments of modern technologies. Hence, the companies that need to reach healthcare professionals are still putting most of their media dollars into desktop advertising rather than mobile, even though mobile advertising is the way of the future. In fact, eMarketer predicts that advertising spending on mobile devices will surpass what advertisers spend on desktop in 2016. Specifically, mobile ad spending in the U.S will jump 60% more than desktop advertising.