Print this Article
RSSMedical Marketing and Media
By McGuire, Stephen
DIRECT MAIL spending by pharmaceuticals/healthcare companies is expected to grow by 6.6 percent in 2005, according to research from Winterberry Group.
The predicted annual growth rate for pharma/healthcare companies fell just below the robust 7.5 percent spending growth predicted across all sectors, Winterberry said in its report Vertical Market Trends in Direct Mail and the Impact on Production Service Providers 2005.
"With regards to the pharmaceuticals and healthcare industries, we have seen an increasing adoption of direct mail and printon- demand types of mailings," Christopher French, Winterbury managing director, told MM&M.
Trends directly affecting direct mail across all markets include a postal hike, legislative issues including HIPAA, potential new data security and "do-not-mail" laws.
"Indirectly, with regards to the pharmaceutical industry, things such as public pressure over direct-to-consumer advertising have also had an impact on the increase in the amount of direct mail we are seeing," French explained.
Other key factors impacting direct mail include increases in CRM adoption that have lead to more targeted campaigns and the expansion of multichannel marketing campaigns across multiple media, the Winterberry research also found.-Stephen McGuire
Copyright Haymarket Media, Inc. Nov 2005
