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Changing Promotional Spend

Executive Summary

Big Pharma's investment in drug promotion between 1998-2001 increased nearly three times as fast in the US as in the largest European market, and in absolute terms was more than 12 times higher in 2001. European restrictions on promotional spend and a continent-wide ban on DTC advertising severely limit the benefits of promotion there. The progression of marketing spend in individual European markets varies, however.
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