Globalization, Evolution and Emergence of Direct-to-Consumer Advertising: Are Emerging Markets the Next Pharmaceutical Marketing Frontier?

2012 ◽  
Vol 18 (4) ◽  
Author(s):  
Timothy Ken Mackey
Keyword(s):  
Global Health ◽  
Emerging Markets ◽  
Developed Countries ◽  
The United States ◽  
Market Potential ◽  
Pharmaceutical Marketing ◽  
Past Century ◽  
Direct To Consumer ◽  
Global Health Issue ◽  
Direct To Consumer Advertising

Pharmaceutical marketing has rapidly evolved over the past century and has now entered the digital revolution.  This is exemplified by the rise of direct-to-consumer-advertising (“DTCA”), which has traditionally been only allowed in the United States and New Zealand in developed countries, but is now expanding in reach to other jurisdictions.  Enabling the “globalization” of pharmaceutical DTCA is Internet-related technologies that are not limited to geographical borders and are highly unregulated.  This DTCA digital “spillover” into markets that prohibit it can have adverse impact on health outcomes and health-related spending.  Emerging markets may represent the next logically step for digital DTCA proliferation, given their untapped market potential and explosive growth.  Further research and global health policy reform is necessary to address this “emerging” global health issue.

scholarly journals Controversial advertising of medicines. A comparison between Poland and the United States

2018 ◽  
Vol 21 (5) ◽  
pp. 67-79
Author(s):  
Marta Makowska
Keyword(s):  
United States ◽  
Prescription Drugs ◽  
The United States ◽  
The European Union ◽  
Negative Consequences ◽  
Direct To Consumer ◽  
Law And Ethics ◽  
The Us ◽  
The Law ◽  
Direct To Consumer Advertising

For many years, the subject of aggressive marketing campaigns conducted by pharmaceutical companies has been raised in Poland. Drug ads are everywhere, on television, the radio, magazines and on the Internet. Therefore, it is extremely important is to ensure both their legal and ethical dimension. This article will present the differences between direct-to-consumer advertising of medicines in Poland and in the US. The dissimilarities result mainly from differences in legislation. In Poland, the law is much stricter than in the US. For example, in the United States companies are allowed to advertise prescription drugs directly to patients. In the whole of the European Union, and thus in Poland, it is strictly prohibited. The article will also present other regulations existing in Poland and in the United States and it will compare them. It will offer examples of violations of the law and ethics in the advertising of medicine in both countries. Lastly, it will briefly outline the negative consequences of unacceptable pharmaceutical marketing.

STRATEGIES OF EMERGING COUNTRIES TO EXPAND THE OPERATIONS TO THE GLOBAL MARKET OF BIOPHARMACEUTICALS

INDIAN DRUGS ◽  
2021 ◽  
Vol 58 (06) ◽  
pp. 07-18
Author(s):  
Ria Christine Siagian ◽  
◽  
Novilia Bachtiar ◽  
Prastuti Soewondo ◽  
◽  
...  
Keyword(s):  
Literature Review ◽  
Global Health ◽  
Emerging Markets ◽  
Developed Countries ◽  
Emerging Countries ◽  
Global Market ◽  
Market Growth ◽  
The Past ◽  
Government Involvement ◽  
Political Economic

The past decade has seen an increasing number in production of newly-developed biopharmaceuticals, biosimilars and biobetters that can help contribute to improved global health. Global market growth in this industry was reported to increase and approach more than US$200 billion. As the industry matures, the growth is significantly higher in emerging markets than in developed countries. This shows a shift of biopharmaceuticals production outside of developed countries, thereby sending signals to emerg-ing countries the opportunity to become global leaders in new industries. This literature review seeks to identify the commercial levers in biopharmaceutical development in emerging countries. The study found that biopharmaceuticals industry was promising for emerging countries to compete in global mar-ket if it were supported by strong government involvement. This involvement revealed key strategies to improve poor pipeline productivity shaped by political, economic, technological and market fact.

scholarly journals The introduction of the medicinal partner in direct-to-consumer advertising: Viagra’s contribution to pharmaceutical fetishism and patient-as-consumer discourse in healthcare

2018 ◽  
Vol 2 (2) ◽  
Author(s):  
Janelle Applequist
Keyword(s):  
United States ◽  
Erectile Dysfunction ◽  
Pharmaceutical Industry ◽  
The United States ◽  
Social Meaning ◽  
Pharmaceutical Advertising ◽  
Direct To Consumer ◽  
Look Back ◽  
Market Transaction ◽  
Direct To Consumer Advertising

Pfizer, manufacturer of the erectile dysfunction prescription treatment Viagra, has been a staple in the pharmaceutical advertising arena since broadcast versions of such ads became legally permissible in the United States in 1997. Given that the patent for Viagra is soon set to expire, it is important that research take a look back in an attempt to contextualize the brand’s place in shaping medicinal marketing culture. Of particular interest is the period beginning in 2014, when Viagra’s most unconventional campaign yet began using a tactic that was the first of its kind for the pharmaceutical industry. By removing the actual consumer of the medication from these ads (males), Viagra has paved the way for pharmaceutical advertising to target the medicinal partner. This manuscript reviews the first use of the medicinal partner in the pharmaceutical advertising sector, conducting a textual analysis of Viagra’s use of this mediated relationship. The medicinal partner is the pharmaceutical industry’s attempt to target a patient’s social circle in an effort to promote a discourse that suggests a medicinal remedy for a problem. This analysis describes how social meaning and relationships underlie the market transaction of obtaining a prescription, as has been previously established through the processes of medicalization and pharmaceutical fetishism. These advertisements create belief in the larger sense, meaning Pfizer is infiltrating upon the patient’s process of choice and consumption of medicinal remedies. Viagra is simultaneously encouraging male consumers to celebrate the brand while using female ambassadors to influence the decision to request medicinal intervention.

scholarly journals Effect of Direct-to-Consumer Advertising on Statin Use in the United States

Medical Care ◽  
2017 ◽  
Vol 55 (8) ◽  
pp. 759-764 ◽  
Author(s):  
Hsien-Yen Chang ◽  
Irene Murimi ◽  
Matthew Daubresse ◽  
Dima M. Qato ◽  
Sherry L. Emery ◽  
...  
Keyword(s):  
United States ◽  
The United States ◽  
Direct To Consumer ◽  
Direct To Consumer Advertising ◽  
Statin Use

scholarly journals Effects of Televised Direct-to-Consumer Advertising for Varenicline on Prescription Dispensing in the United States, 2006–2009

2015 ◽  
Vol 18 (5) ◽  
pp. 1180-1187 ◽  
Author(s):  
Yoonsang Kim ◽  
Rachel Kornfield ◽  
Yaru Shi ◽  
Lisa Vera ◽  
Matthew Daubresse ◽  
...  
Keyword(s):  
United States ◽  
The United States ◽  
Direct To Consumer ◽  
Direct To Consumer Advertising

Consumer Advertising of Psychiatric Medications Biases the Public Against Nonpharmacological Treatment

2005 ◽  
Vol 7 (3) ◽  
pp. 175-179 ◽  
Author(s):  
Jeffrey R. Lacasse
Keyword(s):  
United States ◽  
Selective Serotonin Reuptake Inhibitors ◽  
Scientific Evidence ◽  
The United States ◽  
Pharmaceutical Companies ◽  
Nonpharmacological Treatment ◽  
The Public ◽  
Direct To Consumer ◽  
Treatment Of Depression ◽  
Direct To Consumer Advertising

In the United States, aWntidepressant medications are heavily promoted through direct-to-consumer advertising, which is regulated by the Food and Drug Administration (FDA). Advertisements for selective serotonin reuptake inhibitors frequently contain information inconsistent with the scientific evidence on the treatment of depression with antidepressants. The information presented serves to promote the use of antidepressants by biasing the public against nonpharmacological treatment of depression. While the FDA enforces regulations requiring fair and balanced presentation when comparing one medication to another, there appears to be no action taken against pharmaceutical companies that distort scientific evidence in order to disparage nonmedical approaches to depression.

CyberRx

2014 ◽  
Vol 8 (2) ◽  
pp. 193-225 ◽  
Author(s):  
Charles Scott Rader ◽  
Zahed Subhan ◽  
Clinton D. Lanier ◽  
Roger Brooksbank ◽  
Sandra Yankah ◽  
...  
Keyword(s):  
Social Media ◽  
Social Networking Sites ◽  
Product Information ◽  
Pharmaceutical Marketing ◽  
Pharmaceutical Companies ◽  
Health Care Education ◽  
Content Type ◽  
Direct To Consumer ◽  
Online Consumer ◽  
Direct To Consumer Advertising

Purpose – The purpose of this paper is to assess the state of the art in social media and pharmaceutical marketing through empirical analysis of online consumer conversations. Proliferation of social media has significantly changed traditional one-way, marketing-controlled communications. Balance of power has shifted to consumers, who use social networking sites, blogs and forums to obtain extensive brand and product information, often from each other. This prompts companies towards more intimate, transparent and constant two-way consumer engagement. Pharmaceutical marketing and direct to consumer advertising (DTCA) are not immune to this pervasive, disruptive cultural/technological phenomenon, which poses particular challenges given regulatory, legal and ethical constraints on their marketing. Design/methodology/approach – This research uses “netnographic” data collection of online conversations occurring in social media and develops an explanatory framework using grounded theory analytical methods. Findings – This research shows that significantly impactful and pervasive bonding among consumers, bloggers and unofficial “experts” about pharmaceutical offerings is widespread, and occurs regardless (and perhaps in spite of) pharmaceutical companies’ involvement. Originality/value – Considering the structure and nature of online consumer bonding, a way forward is proposed for pharmaceutical companies to implement social media strategies as part of their pharmaceutical marketing and DTCA efforts through an intermediary and interactive online presence arising from disease and health care education.

Direct-to-Consumer Advertising and Health and Risk Messaging

2017 ◽  
Author(s):  
Kimberly A. Kaphingst
Keyword(s):  
Risk Communication ◽  
Prescription Drugs ◽  
Information Seeking ◽  
The United States ◽  
Late 20Th Century ◽  
Individual Level ◽  
Direct To Consumer ◽  
Wide Range ◽  
Direct To Consumer Advertising ◽  
The Impact

Direct-to-consumer advertising of prescription drugs (DTCA) is a multibillion-dollar industry in the United States, affecting the health-care landscape. DTCA has been controversial, since a major increase in this type of advertising resulted from re-interpretation of existing regulations in the late 20th century. Health and risk communication research can inform many of the controversial issues, assisting physicians, policymakers, and the public in understanding how consumers respond to DTCA. Prior research addresses four major topics: (1) the content of DTCA in different channels, (2) consumers’ perceptions of and responses to DTCA, (3) individual-level factors that affect how consumers respond to DTCA, and (4) message factors that impact consumers’ responses. Such research shows that the presentation of risk and benefits information is generally not balanced in DTCA, likely affecting consumers’ attitudes toward and comprehension of the risk information. In addition, despite consumers’ generally somewhat negative or neutral perceptions of DTCA, this advertising seems to affect their health information seeking and communication behaviors. Finally, a wide range of individual-level and message factors have been shown to have an impact on how consumers process and respond to DTCA. Consumers’ responses, including how they process the information, request prescription drugs from providers, and share information about prescription drugs, have an important impact on the effects of DTCA. The fields of health and risk communication therefore bring theories and methodologies that are essential to better understanding the impact of this advertising.

Healthworlds, Cultural Health Toolkits, and Choice: How Acculturation Affects Patients’ Views of Prescription Drugs and Prescription Drug Advertising

2019 ◽  
Vol 29 (10) ◽  
pp. 1419-1432
Author(s):  
Crystal Adams ◽  
Brittany M. Harder ◽  
Anwesa Chatterjee ◽  
Liza Hayes Mathias
Keyword(s):  
United States ◽  
Focus Groups ◽  
Prescription Drug ◽  
Prescription Drugs ◽  
Treatment Options ◽  
The United States ◽  
Drug Advertising ◽  
Direct To Consumer ◽  
Direct To Consumer Advertising ◽  
Level Of Acculturation

How do minorities differ from Whites in their interactions with the broader consumeristic health culture in the United States? We explore this question by investigating the role that acculturation plays in minority and White patients’ views of prescription drugs and the direct-to-consumer advertising (DTCA) of prescription drugs. Drawing on data from six race-based focus groups, we find that patients’ views of prescription drugs affect their responses to DTCA. While both minorities and Whites value the information they receive from DTCA, level of acculturation predicts how minorities use the information they receive from DTCA. Less acculturated minorities have healthworlds and cultural health toolkits that are not narrowly focused on prescription drugs. This results in skepticism on the part of less acculturated minorities toward pharmaceuticals as treatment options. In this article, we argue that researchers must consider the role acculturation plays in explaining patients’ health dispositions and their consumeristic health orientations.

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