Research and Markets: Direct to Consumer (DTC) Advertising in Pharmaceuticals - Current and Future Market Outlook, Regulatory Landscape and Case Studies

DUBLIN--(BUSINESS WIRE)--Research and Markets (http://www.researchandmarkets.com/research/74aba0/direct_to_consumer) has announced the addition of the "Direct to Consumer (DTC) Advertising in Pharmaceuticals - Current and Future Market Outlook, Regulatory Landscape and Case Studies" report to their offering.

“Direct to Consumer (DTC) Advertising in Pharmaceuticals - Current and Future Market Outlook, Regulatory Landscape and Case Studies”

"Direct to Consumer (DTC) Advertising in Pharmaceuticals - Current and Future Market Outlook, Regulatory Landscape and Case Studies" provides key data, information and analysis of the major issues affecting the stakeholders of the DTC advertising market in the US and Europe. It discusses the major changes that have been observed after the relaxation of rules over DTC advertising by the FDA in 1997. The report also covers the issues specific to the European market as well where branded DTC advertising is banned. The report provides a comprehensive view of some of the best examples of DTC advertising along with the analysis covering reasons for such success. The report also provides a detailed analysis of some of the failed examples along with the key learning's from the same. It also provides an insight into the government regulations in the US and Europe for DTC advertisements and their implications on the marketing strategies of the pharmaceutical companies. The report provides a detailed explanation of some of the major reasons behind recent developments in the pharmaceutical DTC advertising landscape. At the end, the report touches upon some of the major trends that are likely to shape the future landscape for the DTC market in the US and Europe.

This report is built using data and information sourced from proprietary databases, primary and secondary research and in house analysis by a team of industry experts.

European Commission Proposal on Allowing Restricted DTC Advertising Brings Hope to the Pharmaceutical Industry

While branded DTC advertising is banned in Europe, over the past few years, bodies including the EC (European Commission), European Council and Council of Ministers have been softening their approach towards the pharmaceutical industry. Although the effort to relax the DTC advertising ban in 2002 for diseases such as AIDS, diabetes and asthma failed under public pressure, the recent proposal by the EC to allow restricted DTC advertising brings a new hope to the industry. In January 2008, the EC proposed to allow pharmaceutical companies to provide "objective" and non-promotional information to patients about their drugs in newspapers and websites. However, the proposal has already received resistance from various consumer advocacy groups across Europe expressing concern regarding the credibility of the pharmaceutical industry to provide clear and unbiased information about the drugs. There is also concern regarding the unclear definition of the term "objective information" which could be misused by the pharmaceutical industry.

Thus, although the proposal would take some years to get legislated, it is expected to bring better prospects for the European pharmaceutical industry, if implemented.

Scope

The scope of this report includes:

Identification and analysis of major issues that are affecting the DTC advertising marketplace in the US and Europe
Case studies of DTC advertising strategies of Pfizer, AstraZeneca, Merck and Sanofi-Aventis and so on
Estimation and analysis of potential impact of the issues on the key stakeholders affected by the DTC advertisement market developments
Analysis of key government regulations in the US and Europe affecting the DTC advertising market
Future trends that will shape the DTC advertising market in the US and Europe

Reasons to buy

The report will enhance your decision making and will enable you to:

Develop effective business strategies to tackle the impact of major issues to the key stakeholders in the DTC advertising market
Understand the DTC advertising strategies that succeeded and failed for the major drugs of key pharmaceutical players
Ensure success through more effective marketing strategies for the drugs that are to be launched or already in the market
Identify and exploit the factors that could help to maximize returns on drugs through better advertising
Optimize your advertising impact through identification of the most suitable medium for your drug
Develop understanding of the regulatory attitude and hurdles for DTC advertising in the geographies covered in the report

Key Topics Covered:

Introduction

GBI Research Report Guidance

DTC Advertising in the US - Double-edge Sword for Both, Patients and Pharma Companies

FDA Rule Triggering the Rise
Media for DTC Advertisements
Budget Allocation for DTC Advertising - Decision Parameters
Successful DTC Advertising Campaigns
Concerns with DTC Advertising
Failed Campaigns
Impact of DTC Advertising
Conclusion

DTC Advertisements Today - Adverse Economic and Regulatory Scenario Creates a Discouraging Market

DTC Advertising Expenditure on a Decline
Change in the Role of Television - Complementing Internet based Advertising
Internet as an Emerging Media - Encouraging Integrated Advertising Strategies
Conclusion

DTC Advertising in Europe - Possibility for Branded DTC Advertising Penetration

Sandoz (1996) - Set the Stage
DTC in Europe - Informative and NOT Promotional
Internet - A Key Tool in Absence of Traditional DTC
EU Regulations for DTC Advertising
Conclusion

Future of DTC Advertising - Integrated and Personalized Advertising to be the Key to Success

Future DTC Advertising Expenditure - Regulatory and Political Landscape will Determine the Growth
DTP (Direct-to-Patient) Advertising - Engaging Instead of Promoting
Move towards Social Media
Measuring Effectiveness of DTC Advertising
Regulations for DTC Advertising on Digital Media - Search Engine, First Target
Conclusion

Key Takeaway

Appendix