Published April 19. 2012 4:00AM
Pfizer Inc. far surpassed any other drugmaker in direct-to-consumer advertising last year, spending more than $220 million on its flagging Lipitor franchise and nearly $900 million overall.
According to Nielsen as reported on John Mack's Pharma Marketing Blog at http://pharmamkting.blogspot.com, Pfizer's Viagra, Celebrex, Lyrica and Enbrel also have places on the top 10 list for direct-to-consumer ad spends.
Eli Lilly & Co., which markets the antidepressant Cymbalta, is No. 2 on the list of companies making product pitches. AstraZeneca, GlaxoSmithKline and Boehringer are also in the top 5.
Overall, drug company spending on direct-to-consumer ads was down about 1 percent last year.