Phar­ma ad to­tal tops $8B again in 2022, led by top brands from Sanofi and Re­gen­eron, Ab­b­Vie

Phar­ma mar­keters spent more than $8 bil­lion last year on paid ad­ver­tis­ing for the sec­ond year in a row. The fi­nal tal­ly for 2022 came in just un­der $8.1 bil­lion, ac­cord­ing to Vivvix, in­clud­ing paid so­cial da­ta from Path­mat­ics. In 2021, the to­tal was just above $8 bil­lion, re­sult­ing in a slight year-over-year in­crease.

Sanofi and Re­gen­eron’s Dupix­ent brand led the top five spenders in phar­ma with $491 mil­lion spent, fol­lowed by Ab­b­Vie’s Rin­voq at $426 mil­lion, and Take­da’s En­tyvio at $371 mil­lion. Round­ing out the five were Ab­b­Vie’s Skyrizi ($229 mil­lion) and Pfiz­er’s Nurtec ODT ($186 mil­lion), al­though Bio­haven was in charge of ad spend­ing un­til the pair’s deal closed in Oc­to­ber.

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