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
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,
"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
SOURCE Cutting Edge Information