|
|
|
Back to Previous Monthly Topics October 2000 DTC explosion in US is led by new arthritis products Cox-2 inhibitors, Vioxx (MSD) and
Celebrex (Searle), are the number one direct-to-consumer (DTC) products in
the US in terms of promotional spend, accounting for $67 mill and $31 mill
respectively of a total predicted spend in excess of $2 billion in 2000. In 1998 US pharmaceutical companies
spent $1.53 billion on DTC advertising, an increase of 18% over 1997. Healthcare marketing and management
consultancy, Joint Solutions Ltd, predicts that UK DTC spending will be worth
in excess of $300 mill in the first year following de-regulation. Joint Solutions' Managing Director,
Simon Tarry says, "Europe is now on an unstoppable path toward full DTC
promotion within four years, and possibly as quickly as two. Musculo-skeletal
products will lead the way in this exciting new challenge to pharmaceutical
marketers, with arthritis being one of the key areas which will catch the
attention of the new Healthcare consumer." In the US 9% of consumers and 15% of
physicians recalled Vioxx and Celebrex in response to DTC advertising,
putting the drugs at the top of the unaided recall list. (Scott-Levin's
Direct-to-Consumer Advertising Audit, 10/08/00). Simon Tarry continues, "Joint
Solutions believe that we will see the advent of a new 'Healthcare Consumer,'
as we are seeing now with the financial services sector. Few would have
predicted the dramatic increase in share dealing and intelligent product
research within investment and trust markets. As the public become more educated
and demand more from an increasingly stressed health service, consumers will
start to weald 'patient power' in ever increasing numbers." Joint Solutions is conducting research
into DTC promotion to identify the most effective way forward for providers
and consumers within the pharmaceutical market. Joint Solutions have a specialist
interest in the musculo-skeletal market, and in direct to consumer promotion.
Contact Simon Tarry on +44 (0)1428 656099 or email admin@jointsolutions.co.uk Back to Previous Monthly Topics
|
