• E-mail
• Print
• Comment
• Font Size
• Digg
• del.icio.us
• Discuss article

Pharmaceutical Companies Are Moving Drug Ads Off of Network Television and Onto Other Channels, Such As the Internet

Posted on: Thursday, 17 November 2005, 12:00 CST

Research and Markets (http://www.researchandmarkets.com/reports/c27993) has announced the addition of "Direct-To-Consumer Advertising Regulations in the US: What Are the Implications for the E-health Market?" to their offering.

Public perception of the US pharmaceutical industry is at an all-time low. Enhanced safety warnings attached to some drugs and the complete market withdrawal of others has undermined consumer confidence in both the industry and the products it produces. These doubts pose an imminent danger to an industry that will have to rely increasingly on word-of-mouth to create brand awareness and loyalty.

This report provides an analysis of emerging regulatory trends that currently affect direct-to-consumer advertising in the US. It includes an investigation of the reactions of the pharmaceutical industry and the federal government to PhRMAs recently released Guiding Principles. An assessment of several key trends that will affect how the US pharmaceutical industry markets its products offline and online is provided as are recommendations for the future directions that the pharmaceutical industry should take based on the 2005 eHealthInsight surveys.

This research shows that, while not as effective as recommendations from family members, friends or co-workers, recommendations from fellow consumers - specifically individuals who author blogs, participate in chat rooms or post to web boards - are gaining influence in the market.

It is observed that more companies are moving towards implementing mandatory waiting-periods before advertising new products through television and print advertisements. As a result, disease-focused and online promotional campaigns will grow in importance and influence.

Pharmaceutical companies are moving drug ads off of network television and onto other channels, such as the Internet. The clearest disadvantage to television is that it is an extremely expensive marketing platform. In addition, advertisements placed on television are more open to attack from regulatory and consumer-advocacy organizations.

Reasons to Purchase

- Identify the regulatory trends that affect direct-to-consumer advertising in the US and where the key opportunities for your company lie

- Understand the importance of showing a strong commitment to responsible and transparent direct-to-consumer advertising

- Develop forward-looking eHealth marketing strategies by understanding the limitations and opportunities presented by new PhRMA Guidelines

For more information visit http://www.researchandmarkets.com/reports/c27993

Source: Business Wire

More News in this Category