Marketing Forecast from Ad-ology

Congress returns from recess next week and health care reform will again be on the agenda. For much of the August break, contentious town hall meetings and protests underscored the deep division between consumers who support the proposed reforms and those who do not. Interested parties, including political and others such as manufacturers, have already spent $60 million ($45 million on local TV) on TV advertising in order to sway consumer opinion. Industry experts predict the spending will increase through the end of 2009 according to an article on Broadcasting & Cable.

Ad-ology Research recently updated their Industry Marketing Insights report for Drug Stores/Pharmacies.

The Ad-ology Insights video podcast is for strategic marketers – including ad agencies, in-house marketing departments, media buyers and sellers and small business owners – and features forecasts, industry trends, consumer insights and exclusive data from Ad-ology Research.

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.