Professional Health Print Ad Spend Through January 2017

Advertising spend in professional health print journals reached $37 million during January 2017 according to Kantar Media’s Healthcare data, starting the year off down 22% compared to the same time period in 2016.

GlaxoSmithKline (GSK) ranked number one for pharma companies spending in professional health print journals during the month of January. The drug maker increased its spend a substantial 355% YoY, earning it 7.2% share of spend for the first month of the year.

In January, GSK sustained the increased marketing momentum it picked up during late 2016 of the Breo Ellipta Inhaler. A massive increase YoY in spend for the Rx medication was responsible for 92% of expenditures from GSK in professional health journals for the month. Jardiance Tablets also had significantly more support from its parent company Boehring during January 2017 compared to 2016.

To kick off the year, a total of 5,405 ad pages were purchased in professional health print journals, down 26% compared to January 2016. Antineoplastic Agents (cancer therapy drugs) held the top ranking spot for both dollars and pages for the month, however Inhaled Steroids was the only drug class to see a YoY increase in each area.

Kantar Media sets the standard for accurate, comprehensive competitive advertising intelligence in professional healthcare. This analysis is part of ongoing healthcare reporting we release on a monthly basis. Make sure to check back next month for the most recent data, or contact us to learn more!

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