Advertising Extreme

Direct to Consumer (DTC) Advertising in Pharmaceuticals – Current and Future Market Outlook, Regulatory Landscape and Case Studies

This report provides key data, information and analysis of the major issues affecting the stakeholders of the DTC advertising market in the US and Europe. It discusses the major changes that have been observed after the relaxation of rules over DTC advertising by the FDA in 1997. The report also covers the issues specific to the European market as well where branded DTC advertising is banned. The report provides a comprehensive view of some of the best examples of DTC advertising along with the analysis covering reasons for such success. The report also provides a detailed analysis of some of the failed examples along with the key learnings from the same. It also provides an insight into the government regulations in the US and Europe for DTC advertisements and their implications on the marketing strategies of the pharmaceutical companies. The report provides a detailed explanation of some of the major reasons behind recent developments in the pharmaceutical DTC advertising landscape. At the end, the report touches upon some of the major trends that are likely to shape the future landscape for the DTC market in the US and Europe. ( http://www.bharatbook.com/detail.asp?id=126915&rt=Direct-to-Consumer-DTCAdvertising-in-Pharmaceuticals-Current-and-Future-Market-Outlook-Regulatory-Landscape-and-Case-Studies.html )

European Commission Proposal on Allowing Restricted DTC Advertising Brings Hope to the Pharmaceutical Industry

While branded DTC advertising is banned in Europe, over the past few years, bodies including the EC (European Commission), European Council and Council of Ministers have been softening their approach towards the pharmaceutical industry. Although the effort to relax the DTC advertising ban in 2002 for diseases such as AIDS, diabetes and asthma failed under public pressure, the recent proposal by the EC to allow restricted DTC advertising brings a new hope to the industry. In January 2008, the EC proposed to allow pharmaceutical companies to provide “objective” and non-promotional information to patients about their drugs in newspapers and websites. However, the proposal has already received resistance from various consumer advocacy groups across Europe expressing concern regarding the credibility of the pharmaceutical industry to provide clear and unbiased information about the drugs. There is also concern regarding the unclear definition of the term “objective information” which could be misused by the pharmaceutical industry. Thus, although the proposal would take some years to get legislated, it is expected to bring better prospects for the European pharmaceutical industry, if implemented.

Integrated and Personalized Advertising Will Dominate the Future DTCA Landscape with Emergence of New and Better Media Channels to Reach Patients

With the entry of new channels to reach to consumers, pharmaceutical companies have been developing advertising strategies that use a mix of all these channels in order to maximize the benefits of such marketing effort. Particularly, the increasing popularity of internet as an information source for patients has prompted the pharmaceutical companies to provide detailed information about the drug on internet websites and use the traditional media to divert patients to such websites. Such integrated marketing attempts to gain a double advantage through traditional media’s ability to reach the masses and the internet’s ability to provide more organized, detailed and, in some cases, personalized information to the patients. The periodic nature of television and print advertisements constantly reminds the patients about the medicine and helps in increasing patient compliance. Constant patient assistance through the patient support programs of pharmaceutical companies complements the traditional media based marketing efforts.

Pharmaceutical Industry’s DTC (Direct-to-Customer) Advertising Expenditure would continue to Decline in Future

DTC advertising expenditure has decreased by more than 20% in the last two years after reaching its peak in 2006. Economic pressures, over and above, the global financial meltdown have resulted in a tighter budgetary situation for the pharmaceutical industry. These pressures have arisen from rapidly disappearing blockbuster drugs and decreasing R&D productivity. Tightening regulations and stringent requirements of the regulatory agencies in the US and Europe have also made the DTC landscape tough for the pharmaceutical companies. Besides the adverse conditions, the expenditure has also gone down due to increase in efficiencies due to shift towards more cost-

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Free Advertising website built with web 2.0 features to assist small business and home business online advertising.

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United Kingdom www.whynotad.com

By: newswire

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Are you targeting some of your marketing to the “mom blog” crowd? You should be. According to Stephanie Thompson of Advertising Age, “The creation of web blogs that cater specifically to moms has opened up a new avenue for advertisers to reach the demographic, which spends more than $2 trillion per year. There are more than 1,600 mother/family blogs, according to blog aggregator BlogHer.”

Thompson says, “It`s a boom time for blogs and similar websites catering to the shopping, networking and shoulder-crying needs of the big-spending modern mom.” That spells great news for you if you are a business or individual that sells products or services to the blogging mommy crowd. As luck would have it for you, new moms are always eager to learn new shopping tips and tricks and product reviews for baby.

“The blog world is [ripe] to be targeted”, says Liz Gumbinner co-founder of Cool Mom Picks. So much so that she writes a blog that reviews baby items. Gumbinner claims her blog receives 1,200 unique visitors each day.

So in order to reach the mommy crowd, what must you do. There are a variety of outlets to get your product out there, but some people are coming up with more creative ways of doing it. Mommy Track`d founder and CEO Amy Keroes said, “”Our ad offerings are more customized, and more interactive.” She continues, “we had a recent promotion with Netflix that tied a giveaway of a year`s subscription to the service to an article on our site about “Sherrybaby” director Laurie Collyer just as the film was being released on DVD.”

According to Thompson, “Lolita Carrico, founder of the blog Modern Mom, is beginning to offer big numbers. She launched the site, which is aimed at helping moms balance their busy lives, two years ago. Today, she gets 500,000 unique visitors a month, and has more than 100,000 subscribers to her newsletter. In addition [she] plans to develop other Modern Mom media offline, including testing a concept of Modern Mom moms`-night-out clubs, Ms. Carrico has forged a relationship with nail-polish manufacturer Essie to offer a Modern Mom color (that camouflages chips far more easily than today`s hip darker colors).”

So what will your advertising revenue geared towards mom be reaching exactly? Lets go inside the numbers. According to Internet statistics, there are more than 32 million female Internet users with children under the age of 18. As for “blogHer”, there are currently more than 1,662 blogs geared toward new moms, mothers or families in general. Blogads is reporting that the average annual income of the “mommy-reader” is about $70,000. They are also showing the average age of the “mommy-reader” is 29 and that they read about 5 blogs per day.

If you provide a product or service that is geared toward the “mommy” crowd, then you need to get in front of the “mommy” reading blog crowd. With a little creative genius, and ingenuity, your product or service can be in front of thousands of eyes, ready to buy.

By: Bruce A. Tucker

By: Michael C. Podlesny

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Caffeinated Content

Many successful online businesses thrive off the profit they make from the advertising they do. Advertising in the Internet is a proven success as well as a cost effective solution to gain web traffic and potential customers into your business. There are plenty of ways on how to promote a product or service in the Internet that are very easy to accomplish. Websites that are good for advertising and promotion abound online namely social networking sites. Plenty of websites owners use these places to reach out to their existing customers, generate new prospects for their business or open up a new venture for their brand. This is where the importance of advertising for entrepreneurs is a must in order to gain leverage in their market.

A simple way to advertise online is to create an account in a social networking website that depicts the business as well as the products and services it offers. This profile should provide plenty of information on how they can be a solution to a person’s problem and what they can do in order to get it done. One effective way when it comes to marketing in these networks is to connect to as many people as possible so that every time you make an advertisement, you are able to reach out to a huge crowd all at once. Start by creating interesting articles and blogs that can catch the attention of your audience. Provide as many resources as you can that can help a person as they read through your write ups. This is one of the reasons why advertising for entrepreneurs is vital.

When promoting, it is also important to have a website up and running in order to take this process a step further. After you have gotten your prospects acquainted with your business, it is time to direct them to a website where they can find out more about your services. This website can include a shopping ability that allows visitors to purchase your services immediately. So what you need to do in your social network account is to continue publishing informative resources that can interest your prospects and include a link to your website with each post. That way, every person that reads your posts can click on the link to find out more about your business.

That is a great way to do marketing in a website that offers plenty of opportunities to do so. Advertising for entrepreneurs is an important aspect that each business should look into to increase their overall revenue. Aside from that, they are able to reach out to people at a personal level making the business friendlier in appearance. Marketing in social networks also has a good possibility that other businesses might think of partnering up with your brand. That is why it is also important that you keep your posts clean and your appearance as warn as possible in order to welcome new ventures as they become available. Make the most out of this and your business will soar to great heights.

By: Justin Timory

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Caffeinated Content

PPC auto repair advertising has become one of the most costly ways to get the word out online. The reason for this is because almost every shop with a website is bidding on the same keywords. Do you really see yourself spending up to $5.50 each time somebody clicks to your page? Most of the facility owners are hard pressed to find an edge in the massively over-saturated online market.

But as luck would have it, there is a way to win… local focus.

Google adwords has a nice little function where a shop owner is able to focus the keywords into a small geographic region. You can specify what states, cities, and metro areas you want to hit. You can also increase/decrease your budget and set parameters around how fast or how slow you want to spend cash.

But the main focus to always keep in mind is that you’re not always better off spending money on the major traffic keywords. Another very important point is to not look like every other ad out there. Do a search, analyze the competition, and then do something more creative.

Think about what the customer sees when he hits your site. Does it look like your phonebook ad? If so, you may wish to make some changes. Since you’re spending all this money anyway, you may want to construct a website that sets you apart from the competition. Offer useful information and a ‘user friendly’ reason for consumers to stick around and do business with you.

Always remember: If you become an information resource for your customers, you will blow the doors off the competition.

By: Drew Turnbaugh

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Create a video blog…instantly.