During the first six months of 2007, five of eight specialty markets audited by PERQ/HCI’s Journal Ad Review (JAR) reported increases in ad spending. Those registering gains included laboratory (7.2%), optometry (2.7%), ophthalmology (2.4%), dental (0.7%) and pharmacy (0.2%). The markets in decline were hospital management (-0.1%), nursing (-5.3%) and radiology (-19.6%). On a dollar basis, the eight segments were down 0.7%. When evaluated on an ad page basis, only two markets registered gains. Laboratory was up 4.3% while pharmacy advanced 3.0%. When viewed as a group, the eight markets reported an overall decline in ad pages of 3.0%. As seen below, the decline in ad pages was especially high in radiology journals.

Pharmacy spending remains positive
The 0.2% increase in ad spending for pharmacy journals during the first half of 2007 continues the positive trend that began during the first six months of 2006 when spending grew by 4.5%.
Pfizer retained the top spot as ad outlays grew by 31% due to higher ad support for products like Exubera and Chantix. Janssen Pharmaceutica climbed from 182nd to 2nd due almost entirely to ad support for Invega, while AstraZeneca advanced from 14th to 3rd due to higher ad spend for Seroquel and Toprox XL. Schering-Plough jumped from 285th to 4th due to ad support for Noxafil and Miralax.

Slipping from 4th to 5th was the Bristol-Myers Squibb/Otsuka partnership, Sandoz moved up from 7th to 6th on a 24% increase in spending, while Duramed advanced from 47th to 7th due entirely to ad outlays for Plan B and Seasonique. A 43% cut in spending due to lower ad expenditures for Effexor XR and Tygacil dropped Wyeth from 2nd to 8th, Abbott was unchanged in 9th place and Takeda advanced from 29th to 10th due in part because of the introduction of Duetact.

Five of the top 10 products were newly advertised entries, namely Invega (1st), Ability Injection (2nd), Noxafil (5th), FlexPen from Novo Nordisk (9th) and Seasonique (10th). Moving into the top group were Exubera (144th) to 3rd, Seroquel (18th to 6th) and Plan B (80th to 7th). Humira, up from 7th to 4th on a 68% boost in spending, and a Mylan Company Ad, down from 4th to 8th following a 29% cut in advertising expenditures.

Optometry advertising turns positive
After recording a 3.2% decline during the first half 2006, ad expenditures in optometry journals increased by 2.7% during the first half of 2007.

Alcon continued as the number one advertiser with just over 5% of all spending in this segment. Allergan advanced from 6th to 2nd due largely to higher ad outlays for Restasis and their newly advertised Optive Lubricant Eye Drops, the Essilor Group edged up one spot to 3rd following ad support for a number of new products, while Bausch & Lomb slipped from 2nd to 4th following a 24% reduction in ad expenditures.

The Hoya Corporation jumped from 68th to 5th, CIBA Vision dropped from 3rd to 6th due in part to lower ad outlays for their Night & Day Breathable Contact Lenses, while New York Eye/Hart Specialties climbed from 20th to 7th. Losing rank were Marchon Eyewear (5th to 8th) and the Luxottica Group, down from 8th to 9th. Advancing from 19th to 10th was Carl Zeiss Vision due largely to ad outlays for GT2 Progressive Lens and Compact Ultra.

At the product level, Alcon had the two most heavily advertised entries, namely Opti-Free Replenish Solution (unchanged in 1st place) and newly advertised Travatan Z (2nd). Allergan’s Restasis jumped from 20th to 3rd following a 65% boost in spending, CIBA Vision’s newly advertised 02 Optix Custom Silicone Hydrogel Lenses was 4th with Vision Expo retaining 5th place. Other new products to the list include Optive Lubricant Eye Drops (6th), Driveware Eyeware (8th) and Succed Internal Fre-Form Lens. Slipping from 3rd to 7th was Essilor’s Varilux Physio Progressive Lens, while Bausch & Lomb’s Renu Multi Plus Multi Purpose Solution jumped from 233rd to 9th as ad outlays increased by over 500%.

Ophthalmology advertising continues to grow
During the first half of 2007, ad spending in ophthalmology journals increased by 2.4%. This gain follows a 21.3% increase in the year-ago period. Alcon and Allergan continued as the top advertisers in this market. Alcon’s share of all spending in this segment is just over 22% while Allergan’s share approaches 12%. Advanced Medical Optics moved up one spot to 3rd even though ad outlays were reduced. Bausch & Lomb slipped from 3rd to 4th as spending was cut by 41%. Moving up from 6th to 5th was Genentech.

Ista Pharmaceuticals slipped from 5th to 6th due largely to lower ad outlays for Xibrom and Vitrase  while Pfizer Ophthalmics was unchanged in 7th place and Santen/Vistakon Pharmaceuticals repeated in 8th place. Bauch & Lomb Pharmaceutical Products advanced from 14th to 9th following a 34% boost in ad spending while Carl Zeiss Meditec slipped from 9th to 10th as ad expenditures were reduced by 7%.

Alcon’s Travatan Z, was the most heavily advertised product followed by Genentech’s Lucentis Injection, which advanced from 17th to 2nd, as ad expenditures increased by 157%. Lumigan dropped from 1st to 3rd, Vigamox moved up from 6th to 4th  and Xalatan Solution advanced from 8th to 5th. ReZoom Multifocal Intraocular Lenses from Advanced Medical Optics moved up from 10th to 6th, Restasis climbed from 14th to 7th and Alcon’s recently introduced Infiniti OZil Torsional Handpiece was 8th. Alphagan P dropped from 2nd to 9th and Acular LS fell from 3rd to 10th.

The other specialties
Ad spending in dental journals grew by only 0.7% during the first half 2007. This gain follows an increase of just 0.3% during the first six months of 2006. 3M ESPE repeated as the number one advertiser followed by Sirona, up from 3rd to 2nd as spending was initiated for new products, including the GALILEOS imaging system. Ivoclar Vivadent slipped from 2nd to 3rd.

During the first half 2007, ad spending in hospital management journals had a decline of 0.1%. This loss follows a decline of 3.3% during the first six months of 2006. Premier Inc. advanced from 5th to 1st, Siemens Medical Systems slipped from 1st to 2nd even though ad expenditures increased by 39% while the Huron Consulting Group, a new advertiser, took 3rd place. A 220% boost moved Price Waterhouse Coopers to 4th.

Ad spending in nursing journals fell 5.3%. This loss follows a gain of 3.3% during the first half 2006. Nurses Services Organization slipped from 1st to 2nd. Moving into the top spot (from 2nd) was Supplemental Health Care Services, while Cross Country Travcorps and American Mobile Healthcare were unchanged in 3rd and 4th place. 

Ad spending in radiology journals dropped 19.6%. This loss follows a gain of 6.2% during the first half of 2006. Siemens Medical System regained the top spot (up from 2nd). GE Healthcare slipped from 1st to 2nd after reducing ad spend by 51%. Fuji Medical Systems climbed from 9th to 3rd due in part to new advertised products/services.

After a 1.7% loss during the first six months of 2006, spending in laboratory journals grew by 7.2 % during the first half 2007. This market was only one of two that also reported an increase in ad pages. Roche Diagnostics continued as the number one advertiser in this segment even though ad outlays were reduced by 7% while Bio-Rad, one of six companies new to the top 10, advanced from 13th to 2nd following a 155% boost in spending.

Eugene M. May is director of marketing research at ACNielsen HCI

From the November 01, 2007 Issue of MM+M - Medical Marketing and Media