Pharmaceutical Advertising: United States vs. Europe

Dec 22, 2005, 00:00 ET from Cutting Edge Information

    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, 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,
     "European Pharmaceutical Marketing: Launching Successful Brands,"
 available at, 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
     For more information about these reports or to learn about other Cutting
 Edge Information research, contact Oveda Slade at or

SOURCE Cutting Edge Information