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Sales & Marketing

Direct-to-Consumer Advertising Regulations in the US

What are the implications for the eHealth market?

Publication Date   September 2005
Publisher   Datamonitor
Product Type   Strategic Report
Pages   not applicable
ISBN Number   not applicable
Product Code   DAT360
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Price £2,000.00

approximately: $3,961 | €2,542

Summary


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 have 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.

Highlights

  • Datamonitor's 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.
  • Datamonitor observes 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.

Scope

  • Analysis of emerging regulatory trends that currently affect direct-to-consumer advertising in the US
  • Investigation of the reactions of the pharmaceutical industry and the federal government to PhRMA's recently released Guiding Principles
  • Assessment of several key trends that will affect how the US pharmaceutical industry markets its products offline and online
  • Recommendations for the future directions that the pharmaceutical industry should take based on Datamonitor's 2005 eHealthInsight surveys

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

Content


  • Action Points
    • Overview of Regulatory and Self-Policing Authorities
    • in the US Pharmaceutical Industry
    • - Regulatory and Self-Policing Authorities
    • - Global Pharmaceutical Marketing Controls
    • - US National-Level Pharmaceutical Marketing Controls
    • - US State-Level Pharmaceutical Marketing Controls
  • Direct-To-Consumer Advertising
    • Overview of Direct-to-Consumer Advertising
    • The Value/Cost of Direct-to-Consumer Advertising to
    • the Pharmaceutical Industry
    • Global-Level Control of DTC Advertising: The IFPMA
    • Code of Marketing Practices
    • IFPMA Code of Marketing Practices: Use of the
    • Internet
    • National-Level Control of DTC Advertising: PhRMA
    • Guiding Principles
    • PhRMA Guiding Principles: Direct-to-Consumer
    • Advertisements Highlights
    • PhRMA Guiding Principles: The Importance of
    • Accountability
    • PhRMA Guiding Principles: The Pharmaceutical
    • Industry Reacts
    • PhRMA Guiding Principles: The FDA Reacts
    • Dissemination of Information on Unapproved/New
    • Uses for Marketed Drugs
    • Dissemination of Information on Investigational New
    • Drugs
    • Enforcement Actions
  • The Future Decoded
    • The Future Decoded: DTC Advertising and the
    • Internet