Marketing Forecast from Ad-ology

To ensure that a new drug does well in the marketplace, pharmaceutical firms have long relied on direct-to-consumer advertising and detail reps who make personal calls to deliver sample medications to physician offices. As the soaring cost of health care comes under federal scrutiny, pharmaceutical firms may find that alternate forms of physician marketing are effective. Research concern, SDI, finds that physician interest in electronic promotional efforts is increasing.

There’s no denying that bringing a new pharmaceutical to market is a long and expensive process. And marketing the drug to consumers and medical professionals is also expensive. These facts may explain why, historically, drug companies have waited until the final phase of the often ten-year development process to begin actively promoting the new product. But the market has become increasingly competitive and a recent Wall Street Journal article highlighted changes to the branding timetable.

Who knew that in any one year, 16% of consumers switch their PHP (primary healthcare provider)? This statistic provided important insight to the developers of a disruptive technology known as quick health clinics. These clinics, at first disdained by the entrenched medical establishment, have become a fixture at many retail locations across the country in the past few years.

For years, network TV and magazine advertising have grabbed the largest portions of pharmaceutical firm (direct-to-consumer) DTC marketing. But as marketing budgets drop and new technologies develop, pharmaceutical firms are looking for alternative ways to effectively reach their target audience. The change in strategy, according to Cegedim Dendrite’s 2009 U.S. pharmaceutical direct-to-consumer (DTC) marketing survey, is leading many companies to explore relationship marketing and online advertising.

With all of the attention paid to oil and coal reserves, and renewable energy sources, the availability of fresh, clean water has become a background issue. But think tank CERES sounded an alarm recently that shortages of water will increase costs significantly for industries such asbiotech , pharmaceutical and metals and mining, which rely on this natural resource. A CERES reports also cautions that water shortages could lead to global political and economic instability.

Just as consumers finish digesting the bad news about the traditional American diet and its links to chronic physical disease, more studies are emphasizing the importance of brain food. It’s not about fruits and vegetables but about stimulating brains cells that may have been dozing since high school chemistry class. Consumers must be getting the message because the market for brain fitness software rose from $100 million in 2005 to $265 million in 2008.