Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Positive factors affecting pharmaceutical category
- Temporary price boosts
- Negative factors affecting the category
- The challenges of marketing pharmaceuticals
- Women and older Americans more concerned about side effects
- Less affluent more concerned about side effects
- Prevalence of ailments
- Ailment-specific treatment methods
- Most have favorable impressions of pharmaceuticals
- Older Americans have a more passive attitude toward drug choice
Insights and Opportunities
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- Making the most of marketing
- Unbranded marketing to create brand awareness
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- Figure 1: RealRALiving.com, television ad, 2010
- Coupons for branded pharmaceuticals
Inspire Insights
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- Inspire Trend: Celebs and Social Engineering
Market Trends and Factors
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- Key points
- Positive drivers
- The graying of America
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- Figure 2: U.S. population aged 18 or older, 2006-16
- Unhealthy lifestyles create a breeding ground for disease
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- Figure 3: Leading causes of death, 2007
- Black and Hispanic adults more likely to be at risk for health issues
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- Figure 4: Population, by race and Hispanic origin, 2006-16
- Price increases provide temporary boost before patent expiration
- Pharmaceuticals are more expensive
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- Figure 5: Average per-person spend on prescription drugs, 2008-09
- Figure 6: Pharmaceuticals with largest retail price increases, from 2008-09
- Negative drivers
- Pharmacies push generics
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- Figure 7: Sales of pharmaceuticals, by drug chain stores, 2005-09
- Mail order sales commoditize the category
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- Figure 8: Sales of pharmaceuticals, by mail order, 2005-09
- While Illegal drug sales via the internet complicate
Healthcare Coverage
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- Key points
- Decline in rate of those privately insured
- Medicare and Medicaid hurt category sales
- Medicare and pharmaceuticals: the buyer’s choice
- Medicaid and pharmaceuticals: generics are the choice
- Health insurance coverage among under-65s
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- Figure 9: Type of health insurance coverage for persons under 65, 1997-2009
- Figure 10: Percentage of persons under age 65 years without health insurance coverage at the time of interview, by age group and race/Hispanic origin: United States, 2009
Competitive Context: Generics
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- Generic remedies dominate category sales
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- Figure 11: Total U.S. sales of pharmaceuticals, 2005-09
Competitive Context—Lack of Health Insurance
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- Uninsured, underinsured, and restrictive insurance hurt category sales
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- Figure 12: Prescription drug coverage limitations, by household income, November-December 2010
Competitive Context: Complementary and Alternative Medicine
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- A desire for natural healing
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- Figure 13: Attitudes toward medications, by gender, November-December 2010
Competitive Context—OTC
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- Turning to OTCs that are more affordable and efficacious
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- Figure 14: FDMx private label sales, by segment, 2009 and 2010
The Advertising Landscape
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- Key points
- The challenges of marketing pharmaceuticals
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- Figure 15: Number of warning letters sent, by the FDA to pharmaceutical companies, 2006 to 2010
- The challenge of online marketing
- Women more interested in the fine print
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- Figure 16: Response to prescription drug advertising, by gender, November-December 2010
- Older respondents more concerned about side effects
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- Figure 17: Response to prescription drug advertising, by age, November-December 2010
- Parents more attentive to pharmaceutical advertising
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- Figure 18: Response to prescription drug advertising, by children in household, November-December 2010
Brands and the Advertising Landscape
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- Overview
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- Figure 19: Ad spends for top six pharmaceuticals, 2008-09
- Overview of the brand landscape
- Brand analysis—Advair Diskus
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- Figure 20: Brand analysis of Advair Diskus, 2011
- Online initiatives
- TV presence
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- Figure 21: Advair Diskus, television ad, 2010
- Print ad—Advair Diskus
- Brand analysis—Spiriva
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- Figure 22: Brand analysis of Spiriva, 2011
- TV presence
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- Figure 23: Spiriva, television ad, 2011
- Online initiatives
- Drive4copd initiatives
- Brand analysis—Lipitor
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- Figure 24: Brand analysis of Lipitor, 2011
- TV presence
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- Figure 25: Lipitor, television ad, 2010
- Print ad—Lipitor
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- Figure 26: Lipitor, print ad, 2010
Insurance Coverage
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- Key points
- Almost nine in 10 have insurance
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- Figure 27: Insurance coverage, by gender, November-December 2010
- Age affects type of insurance
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- Figure 28: Insurance coverage, by age, November-December 2010
- More affluent more likely to be insured
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- Figure 29: Insurance coverage, by household income, November-December 2010
Prescription Drug Coverage and Limitations
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- Key points
- Prescription drug coverage and limitations
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- Figure 30: Prescription drug coverage, by gender, November-December 2010
- Figure 31: Prescription drug coverage limitations, by gender, November-December 2010
- 45-64s most likely to have prescription drug coverage
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- Figure 32: Prescription drug coverage, by age, November-December 2010
- Affluence correlated with prescription drug coverage
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- Figure 33: Prescription drug coverage, by household income, November-December 2010
- Figure 34: Prescription drug coverage limitations, by household income, November-December 2010
Ailments
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- Key points
- Overview
- Men and women have different ailments
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- Figure 35: Incidence of ailments, by gender, November-December, 2010
- Different ailments strike different demographics
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- Figure 36: Incidence of ailments, by age, November-December, 2010
- The relationship between income and ailments
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- Figure 37: Incidence of ailments, by household income, November-December, 2010
Ailment-specific Treatment Methods
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- Key points
- Treating high blood pressure/cholesterol, acid reflux, and sexual dysfunction with prescriptions
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- Figure 38: Treatment methods, by physical ailment, November-December 2010
- Using prescriptions and alternatives to treat mental ailments
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- Figure 39: Treatment methods, by mental ailment, November-December 2010
Attitudes Toward Medication—Rx, OTC and Alternative
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- Key points
- Most have favorable impressions of pharmaceuticals
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- Figure 40: Attitudes toward medications, by gender, November-December 2010
- Over-65s more likely to be concerned about side effects
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- Figure 41: Attitudes toward medications, by age, November-December 2010
- Less affluent have more negative attitudes
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- Figure 42: Attitudes toward medications, by household income, November-December 2010
Generic Remedies
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- Key points
- Older respondents leave drug decisions up to their doctors
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- Figure 43: Attitudes toward generic drugs, by age, November-December 2010
- Impressions of generics
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- Figure 44: Attitudes toward generic drugs, by marital status, November-December 2010
Race and Hispanic Origin
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- Key points
- Blacks have more health conditions
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- Figure 45: Incidence of ailments, by race/Hispanic origin, November-December, 2010
- Hispanics have more restrictive insurance for drug purchase
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- Figure 46: Prescription drug coverage limitations, by race/hispanic origin, November-December 2010
- Asians prefer alternatives
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- Figure 47: Attitudes toward medications, by race/Hispanic origin, November-December 2010
- Blacks more likely to pay attention to drug ads
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- Figure 48: Response to prescription drug advertising, by race/Hispanic origin, November-December 2010
- Blacks and Asians prefer branded drugs
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- Figure 49: Attitudes toward generic drugs, by race/Hispanic origin, November-December 2010
Custom Consumer Groups
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- The importance of physicians among older consumers
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- Figure 50: Attitudes toward generic drugs, by gender and age, November-December 2010
- Men with children attentive to advertising
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- Figure 51: Response to prescription drug advertising, by gender and presence of children, November-December 2010
- Affluent women attentive to advertising
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- Figure 52: Response to prescription drug advertising, by gender and income, November-December 2010
- Moms more cautious toward pharmaceuticals
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- Figure 53: Attitudes toward medications, by gender and children, November-December 2010
Appendix—Other Useful Consumer Tables
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- Single and separated more likely to use Medicare and Medicaid
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- Figure 54: Insurance coverage, by marital status, November-December 2010
- Parents more likely to have drug coverage limitations
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- Figure 55: Prescription drug coverage limitations, by children in household, November-December 2010
- 45-64s with plans that favor generics
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- Figure 56: Prescription drug coverage limitations, by age, November-December 2010
- Unmarried respondents resistant to pharmaceuticals
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- Figure 57: Attitudes toward medications, by marital status, November-December 2010
- Role of children on attitudes toward medications
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- Figure 58: Attitudes toward medications, by children in household, November-December 2010
- Those with household incomes of $75-99.9K more attentive to advertising
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- Figure 59: Response to prescription drug advertising, by income, November-December 2010
- Retired and with positive opinions toward generics
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- Figure 60: Attitudes toward generic drugs, by employment status, November-December 2010
Appendix—Trade Associations
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