Pharmaceutical Advertising: United States vs. Europe
RESEARCH TRIANGLE PARK, N.C., Dec. 22 /PRNewswire/ --Pharmaceutical companies in Europe spend as much as 13% less on advertising than U.S. companies, according to a recent study published by business intelligence leader Cutting Edge Information. "US Pharmaceutical Launches: Marketing Spend and Structure" reveals that the average blockbuster brand in the U.S. allots 49% of its budget to fulfill advertising needs. This hefty allotment is attributed to the fact that most blockbuster brands target a mass-market audience that requires large-scale advertising. Contrarily, there is an absence of direct-to-consumer (DTC) advertising in Europe, which is one of the main reasons brands have smaller advertising budgets. Another major difference between European and U.S. pharmaceutical advertising is the timing of budget allocations. "European Pharmaceutical Marketing: Launching Successful Brands" reports that brand teams do not allocate advertising funding in Europe as early as they do on a global scale. Of the 16 main brands analyzed in the study, only three had advertising budgets before Phase III. By contrast, some U.S. blockbuster brands begin spending advertising dollars as early as Phase II. "One core marketing strategy that brand teams approach differently in Europe than in the U.S. and other major global markets is advertising," says Jon Hess, Cutting Edge Information Senior Analyst. "In Europe, pharmaceutical marketers rely more on thought leader relationships, advertising and other techniques to target influencer and prescriber networks." "US Pharmaceutical Launches: Marketing Spend and Structure," available at http://www.USPharmaLaunch.com, includes 18 in-depth brand profiles complete with US marketing resources. In this report Cutting Edge Information studied brands from companies of different sizes and backgrounds -- including Eli Lilly, Johnson & Johnson, Genzyme and Millennium -- to understand resource patterns and market forces that affect various drugs. To view a summary, visit http://www.USPharmaLaunch.com. "European Pharmaceutical Marketing: Launching Successful Brands," available at http://www.EuropeanPharmaceuticalMarketing.com, includes 16 in- depth brand profiles as well as an additional seven brand profiles that highlight individual European affiliates' resources. The affiliates examined include Italy, Switzerland, Portugal, and Hungary, among several others. Cutting Edge Information studied brands from several companies, including Amgen, Bristol-Myers Squibb, Pfizer, Roche and Novo Nordisk. To view a summary, visit http://www.EuropeanPharmaceuticalMarketing.com. For more information about these reports or to learn about other Cutting Edge Information research, contact Oveda Slade at firstname.lastname@example.org or 919-403-6583.
SOURCE Cutting Edge Information
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