Pharmaceutical Marketing, European Style

RESEARCH TRIANGLE PARK, N.C., Feb. 28 /PRNewswire/ -- Marketing a new
pharmaceutical product in the United States can be challenging, and it
does not get any easier when companies delve into the European market.
A host of obstacles arise due to varying environments and markets
across the continent, according to "European Pharmaceutical Marketing:
Launching Successful Brands," by Cutting Edge Information
(http://www.EuropeanPharmaceuticalMarketing.com).

Despite a centralized application procedure for gaining regulatory
approval in Europe, brand teams must tackle several issues that differ
from country to country. These include pricing, reimbursement
practices, local regulations and customs, healthcare systems and
practices, payer groups, languages, sales practices and product
messaging, among others. To create a successful European launch,
companies need to be responsive to these differing factors and handle
affiliate marketing efforts with care.

There is good news though - no, we haven't saved a bunch of money by
switching to GEICO. Pharmaceutical companies spend as much as 13% less
on advertising in Europe. Companies reduce their advertising budget
because there is an absence of direct-to-consumer (DTC) advertising in
Europe. Another major difference between European and US
pharmaceutical advertising is the timing of budget allocations. Of the
16 main brands analyzed in the study, only three had advertising
budgets before Phase III. In contrast, some US blockbuster brands
begin spending advertising dollars as early as Phase II.

"Brand teams approach marketing differently in Europe, putting more
focus on thought leader relationships, advertising and other
techniques to target influencer and prescriber networks," says Jon
Hess, a project team leader at Cutting Edge Information.

"European Pharmaceutical Marketing: Launching Successful Brands,"
available at http://www.EuropeanPharmaceuticalMarketing.com, includes
16 in- depth brand profiles as well as an additional seven brand
profiles that highlight individual European affiliates' resources. The
affiliates examined include Italy, Switzerland, Portugal, and Hungary,
among several others. Cutting Edge Information studied brands from
several companies, including Amgen, Bristol-Myers Squibb, Pfizer,
Roche and Novo Nordisk. To view a summary, visit
http://www.EuropeanPharmaceuticalMarketing.com.

For more information about "European Pharmaceutical Marketing:
Launching Successful Brands" or to learn about other Cutting Edge
Information research, contact Oveda Slade at info@cuttingedgeinfo.com
or 919-403-6583. SOURCE Cutting Edge Information