Mail in the mix: the pharmaceutical sector

The pharmaceutical industry has significantly increased its use of direct mail. This MMC report reveals: which sub-sectors use mail most frequently, which audiences are most responsive to mail and what types of media consumers are most likely to respond to. Using Billetts and TGI data, the report shows:

• Mailings in the pharmaceutical industry grew by 41% in 2009.

• 53% of all mailings are aimed at people aged over 65.

• 54% of all mailings are received by men.

• Heavy pharmaceutical consumers are 47% more likely than the average person to respond to direct mail.