Studies Focus on US Pharma Markets

A new study by Simmons Market Research shows that Chinese Americans are more likely than other groups to buy medicines, and less likely to use alternative treatments. Meanwhile, as pharma companies adopt voluntary guidelines for prescription drug ads, a new study analyses the most effective TV ads for prescription drugs.

The Consumer Healthcare & Pharmaceutical Study, instigated by US multicultural advertising agency Kang & Lee, matches the health section of Simmons' National Consumer Survey, meaning results can be compared with both the general market and with Hispanic consumers.

The study uncovers what it calls 'one of America's most highly health-aware, affluent, and insured patient segments - one that we expect will be of great interest to savvy marketers who are always looking for growth opportunities'.

In 10 out of the 12 OTC categories surveyed, including cold and flu remedies, Chinese Americans consume more drugs than their counterparts in both the general and Hispanic markets.

On the prescription side, Chinese Americans are just as willing as other groups to ask their doctors for advice and recommendations, and are less affected by key barriers to use, such as the impact of potential side-effects.

Despite the history of traditional Chinese medicine, the group uses fewer alternative treatments than the other groups.

Saul Gitlin, Kang & Lee's EVP-Strategic Services, says the survey was designed to 'address the conspicuous gaps in knowledge within the health and pharmaceutical arenas, where marketers are only now starting to seriously scrutinise the Asian American consumer opportunity.'

The study was fielded in spring 2005 with a random sample of Chinese American adults. Respondents were pre-recruited by telephone and then mailed a detailed questionnaire in their language of choice. 1,802 questionnaires were mailed, and 778 completed surveys were returned.

The companies are online at www.kanglee.com and www.smrb.com

As advertisers begin to adopt voluntary guidelines for direct-to-consumer (DTC) advertising of prescription drugs, IAG Research releases new findings about the most memorable and motivating prescription drug TV ads.

Of the new ads launched in the five months between April and August this year, adults most often recalled the ad for Zelnorm, a prescription drug manufactured by Novartis Pharmaceuticals for irritable bowel syndrome.

The ad that was most successful at motivating viewers to speak with their doctors about the brand was Sanofi-Aventis' ad for its cardiovascular drug Plavix. DTC veteran AstraZeneca followed with its ad for Nexium for the treatment of acid indigestion/reflux.

Pharmaceutical drug advertisers are turning more towards disease awareness and education in response to the feedback from the public and advocacy groups. They are working to reduce the potential for confusion resulting from DTC ads, for example by discontinuing the 15-second-reminder ad.

Fariba Zamaniyan, VP of the pharmaceutical practice in IAG Research, says: 'As the adoption of the voluntary guidelines continues, we'll likely see pharmaceutical advertisers implement revised strategies for their TV advertising executions. The new TV ads launched by pharmaceutical drug advertisers from this point forward will play a pivotal role in shaping the future for DTC and its significance in educating the US population.'

IAG Research, which specialises in rating the effectiveness of TV ads, is online at www.iagresearch.com.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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