Direct marketing will help drive $10.6 billion sales in the pharmaceutical industry this year before rising to $15.2 billion in 2012, according to a new report.

Research by Direct Marketing Association (DMA) found that the sector will invest over $1 billion on direct marketing in 2008, which will see a ten-fold return for each $1 spent.

Advertising to other businesses accounts for almost 65 per cent of pharmaceutical direct mail expenditure.

Internet advertising is expected to play an increasingly prominent role in the future, with $173 million forecast to be spent on this form of direct mail in 2012.

Online direct marketing will generate $1.9 billion in 2008 and this figure will double four years later to reach nearly $3.8 billion.

DMA Research Manager Michelle Tiletnick said: “The American pharmaceutical industry employs direct marketing extensively and successfully.

“This report will help pharmaceutical marketers benchmark their current direct marketing efforts against the entire industry as well as prepare themselves for the coming years.”ADNFCR-8000151-ID-18556123-ADNFCR

Related Topics: Direct Marketing