GlaxoSmithKline was the largest Advertiser during the first nine months of 2007, according to Portada Ad-Tracking (see table below). Pharma advertisers invested more than $2 million in Hispanic newspapers. The figure is still very low compared to the $1 billion invested in the general market. Pharma is one of the most underrepresented categories within Hispanic print media (although one with the highest growth potential).
Among the main obstacles to growth are that many companies do not have Spanish-language sales force, that Pharma companies’ advertising directors do not see newspapers as mass media and FDA regulations are stringent with regard to pharmaceutical advertising.
Some Pharma advertising dollars and also HMO advertising is going into the online medium. For an analysis of HMO print and online advertising read: HMOs Increasingly Target Hispanic Market.
Drugs and Remedies Advertising: GSK leads the Pack
PROCTER & GAMBLE
Note: Jan 1-Oct. 15, 2007, National ROP Advertising
Source: Portada Ad-Tracking
Note: For more detailed information, absolute dollar figures, and year on year growth contact Sales & Marketing Director Annette Fielman at (516) 396-0179 or e-mail firstname.lastname@example.org.
Sep. 24, 2007: Health is wealth: Hispanic Women’s Health Magazines Gain Traction
November 19, 2007: UnBuenDoctor.com Launches