Total promotional spending in the first half of the year will be about £1 million.

The company has also started a plan to increase promotional spending and reduce the time it takes to put an idea on store shelves by half.

But at the same time, drug companies slowed the rapid pace of some other promotional spending.

And the advertising industry is giddy over the prospect that a reduction in promotional spending might bring more money its way.

"If they're trying to drop promotional spending to improve profitability, then they will have problems."

The goal is to shave $100 million in costs, in part to free more money for promotional spending.

Other drug companies may be forced to merge with competitors to continue their high rate of promotional spending, the consultants said.

The company, she said, thinks its promotional spending "is an effective method of sharing information and encouraging patients to talk to their doctors."

Datamonitor recommended that the drug companies reduce their promotional spending or find ways to make it more effective.

In European countries, promotional spending in the last four years has increased much more slowly or declined.