The rational for an increase in Hispanic Health Advertising is very strong. However, the advertising levels are often not there yet. One area of the Hispanic media industry where this is particularly clear is print advertising. GlaxoSmithKline was the largest advertiser during the first nine months of 2007, according to Portada Ad-Tracking (see table below). PhRMA advertisers invested more than $2 million in Hispanic newspapers. The figure is still very low compared to the billions invested in the general market. PhRMA is one of the most underrepresented categories within Hispanic print media—although one with the highest growth potential. Among pharmacy advertisers, the leaders are Navarro, CVS pharmacy and Walgreen’s.
Among the main obstacles to growth is that many PhRMA companies do not have Spanish-language sales force, and that advertising directors do not see newspapers as mass media. Furthermore, FDA regulations are stringent with regard to the industry’s advertising.
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Drugs and Remedies Advertising: GSK Leads the Pack
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GLAXOSMITHKLINE
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ASTRAZENECA
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MERCK
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PFIZER
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WYETH
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SCHERING-PLOUGH
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MCNEIL
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ELLY LILLY
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ABBOTT
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BAXTER
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BAYER
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VICKS
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PROCTER & GAMBLE
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Grand Total
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Note: Jan 1-Oct. 15, 2007, National ROP Advertising
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Source: Portada Ad-Tracking
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