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The Pharmaceuticals Consumer - US - January 2010

The pharmaceutical industry seems to be continually at battle for consumer trust, having to combat an onslaught of legislative and legal battles while doing a marketing dance around “the elephant in the room” of fair balance regulations. Sales have slowed and ad spend is down, with the economy pinching demand as customers lose insurance and/or cut back spending on medications. This report delves into the issues surrounding the interactions between consumers and the pharmaceutical industry including topics such as:

  • The importance of transparency and creating deeper connections
  • How health care reform stands to impact access to medication
  • What demographics are most essential and who is falling between the cracks
  • How to cope with a unique advertising landscape for marketing success
  • Details of the competitive landscape and why consumers opt out of pharmaceuticals

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Advertising creative
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                    • Prescription use slows…
                      • … yet people continue to take medications for treatment
                        • An industry run amok with perception issues
                          • Risky business
                            • 2009: The year for generics and vaccines
                              • Healthcare coverage
                                • Competition from CAM, OTC and generic and illegal drugs
                                  • Older consumers, children and women emerge as key demographics
                                    • Ad spend on the decline as companies battle opposing forces
                                    • Insights and Opportunities

                                      • Transparency is the best policy
                                        • Sympathizing with symptoms
                                            • Figure 1: Boniva television ad, 2009
                                        • Inspire Insights

                                            • Trend: You are in control
                                              • What it’s about
                                                • The end of the passive consumer
                                                  • The end of expertise?
                                                    • Trend: Telehealth
                                                      • What it’s about
                                                        • Cost vs. convenience
                                                        • Market Trends and Factors

                                                          • Key points
                                                            • Drug sales slow
                                                              • Economy a “hard pill to swallow”
                                                                • Unemployment
                                                                  • Figure 2: Unemployment rate of the U.S. population, January 1999-November 2009
                                                                • Impact on pharmaceutical companies
                                                                  • Generic drug sales thrive
                                                                    • 2009: The year of vaccines
                                                                      • The slippery slope of physician influence
                                                                        • Figure 3: Attitudes towards physician influence in medicines, April 2008-June 2009
                                                                      • The troubling reality of side effects
                                                                        • Figure 4: Impact of drug side effects on likelihood of purchasing, October 2009
                                                                        • Figure 5: Drug side effect experience and concerns, by depression and anxiety sufferers, October 2009
                                                                        • Figure 6: Concern about child/ren’s mental health, December 2008
                                                                      • Leading spending on, and access to, drugs
                                                                          • Figure 7: Use of prescription medications, by diagnosed medical conditions, October 2009
                                                                      • Healthcare Coverage

                                                                        • Key points
                                                                          • The potential for 46 million additional pharmaceutical consumers
                                                                              • Figure 8: Health insurance coverage, by key demographics, 2007-09
                                                                            • Understanding coverage
                                                                              • Figure 9: Health insurance coverage and prescription drug coverage, by age, October 2009
                                                                            • Access hurdles for prescription drugs
                                                                              • Figure 10: Medical and insurance barriers to prescription coverage, by age, October 2009
                                                                          • The Competitive Environment

                                                                            • Generics and online availability
                                                                              • OTC vs. Rx
                                                                                • Figure 11: Remedies used to treat conditions—current and in the past, October 2009
                                                                                • Figure 12: Healthcare CPG new product launches, 2003-09
                                                                              • Alternative remedies
                                                                                • Figure 13: Attitudes towards OTC and alternative medications, by age, October 2009
                                                                              • Functional foods
                                                                              • Competitive Context: OTC Remedies

                                                                                • Economy helps to boost OTC
                                                                                    • Figure 14: Attitudes towards pharmaceuticals and OTC remedies, by gender, April 2008-June 2009
                                                                                  • Who is diverting to OTC?
                                                                                    • Figure 15: Attitudes towards pharmaceuticals and OTC remedies, by age, April 2008-June 2009
                                                                                    • Figure 16: OTC trial before prescription, by age, October 2009
                                                                                    • Figure 17: Use of OTC medication, by diagnosed medical conditions, October 2009
                                                                                • Competitive Context: Natural/Alternative

                                                                                    • CAM as treatment
                                                                                      • Figure 18: Use of alternative medication, by diagnosed medical conditions, October 2009
                                                                                    • A look at CAM remedies
                                                                                      • Consumer attitudes towards preventative and CAM
                                                                                        • Figure 19: Attitudes towards alternative and preventative medicine, by gender and age, April 2008-June 2009
                                                                                        • Figure 20: Attitudes towards alternative medications, by age, October 2009
                                                                                    • Market Drivers

                                                                                      • Key points
                                                                                        • An aging population
                                                                                          • Figure 21: Use of treatments, by age, October 2009
                                                                                          • Figure 22: U.S. population and projections for prescription drug insurance, by age, 2002-12
                                                                                        • Population growth expected for children
                                                                                            • Figure 23: Population of children by age, 2004, 2009 and 2014
                                                                                          • The role of women
                                                                                            • Figure 24: Health attitudes of men and women, October 2007-December 2008
                                                                                            • Figure 25: Taken prescription drugs in last 12 months, by gender, October 2007-December 2008
                                                                                        • The Advertising Landscape

                                                                                          • Overview
                                                                                            • Figure 26: Top DTC pharmaceutical spenders, 2008
                                                                                          • Is advertising doing more harm than good?
                                                                                            • Figure 27: Attitudes towards prescription drug side effects, October 2009
                                                                                            • Figure 28: Attention to small print in print ads, April 2008-June 2009
                                                                                            • Figure 29: Response to prescription drug advertising, by age, October 2009
                                                                                          • The pharmaceutical web challenge
                                                                                            • Figure 30: Sources most likely to turn to for health management, by age, April 2009
                                                                                          • The government intervention hurdle
                                                                                          • Brand Qualities and Advertising Approach

                                                                                            • Overview
                                                                                              • Januvia (blood sugar/diabetes)
                                                                                                • Figure 31: Brand analysis of Januvia, 2010
                                                                                              • Online
                                                                                                • Print
                                                                                                  • Figure 32: Januvia magazine ad, 2009
                                                                                                • Television
                                                                                                  • Figure 33: Januvia television ad, 2008
                                                                                                • Ambien CR (sleep)
                                                                                                  • Figure 34: Brand analysis of Ambien CR, 2010
                                                                                                • Online
                                                                                                  • Print
                                                                                                    • Figure 35: Ambien CR magazine ad, 2009
                                                                                                  • Television
                                                                                                    • Figure 36: Ambien CR television ad, 2009
                                                                                                  • Abilify (depression/bipolar 1 disorder/schizophrenia)
                                                                                                    • Figure 37: Brand analysis of Abilify, 2010
                                                                                                  • Online
                                                                                                    • Print
                                                                                                      • Figure 38: Abilify magazine ad, 2009
                                                                                                    • Television
                                                                                                      • Figure 39: Abilify television ad, 2009
                                                                                                  • Attitudes Towards and Concerns about Pharmaceuticals

                                                                                                    • Key points
                                                                                                      • Fear of side effects runs high, but experiences are good overall
                                                                                                          • Figure 40: Attitudes towards medications, by age, October 2009
                                                                                                      • The Role of Generics

                                                                                                        • Key points
                                                                                                          • Opportunity exists to sway consumers away from generics
                                                                                                              • Figure 41: Attitudes towards generic drugs, by age, October 2009
                                                                                                          • Impact of Race and Hispanic Origin

                                                                                                            • Key points
                                                                                                              • Hispanic access to healthcare impacts prescriptions
                                                                                                                • Figure 42: Remedies currently used to treat conditions, by race/Hispanic origin, October 2009
                                                                                                                • Figure 43: Remedies used to treat conditions, in the past, by race/Hispanic origin, October 2009
                                                                                                              • Hispanic attitudes towards pharmaceuticals and other treatments
                                                                                                                • Figure 44: Attitudes towards OTC and alternative medications, by race/Hispanic origin, October 2009
                                                                                                                • Figure 45: Attitudes towards medications, by race/Hispanic origin, October 2009
                                                                                                            • Cluster Analysis

                                                                                                                • Informed and Aware
                                                                                                                  • Who they are
                                                                                                                    • Opportunity
                                                                                                                      • Pro-Generics
                                                                                                                        • Who they are
                                                                                                                          • Opportunity
                                                                                                                            • The Uninvolved
                                                                                                                              • Who they are
                                                                                                                                • Opportunity
                                                                                                                                  • Cluster characteristics
                                                                                                                                    • Figure 46: Pharmaceutical consumer clusters, October 2009
                                                                                                                                    • Figure 47: Response to prescription drug advertising, by pharmaceuticals consumer clusters, October 2009
                                                                                                                                    • Figure 48: Attitudes towards OTC and alternative medications, by pharmaceuticals consumer clusters, October 2009
                                                                                                                                    • Figure 49: Attitudes towards generic drugs, by pharmaceuticals consumer clusters, October 2009
                                                                                                                                  • Cluster demographics
                                                                                                                                    • Figure 50: Pharmaceuticals consumer clusters, by gender, October 2009
                                                                                                                                    • Figure 51: Pharmaceuticals consumer clusters, by age, October 2009
                                                                                                                                    • Figure 52: Pharmaceuticals consumer clusters, by HH income, October 2009
                                                                                                                                    • Figure 53: Pharmaceuticals consumer clusters, by race/Hispanic origin, October 2009
                                                                                                                                  • Cluster methodology
                                                                                                                                  • Custom Consumer Groups

                                                                                                                                    • The impact of children on the pharmaceuticals market
                                                                                                                                      • Figure 54: Health insurance coverage, by presence of children, October 2009
                                                                                                                                      • Figure 55: Medical and insurance barriers to prescription coverage, by presence of children, October 2009
                                                                                                                                    • Children’s impact on pharmaceutical opinions
                                                                                                                                        • Figure 56: Attitudes towards OTC and alternative medications, by presence of children, October 2009
                                                                                                                                        • Figure 57: Response to prescription drug advertising, by presence of children, October 2009
                                                                                                                                    • Appendix: Other Useful Consumer Tables

                                                                                                                                        • Figure 58: Prescription drug coverage, by gender, October 2009
                                                                                                                                        • Figure 59: Prescription drug coverage, by HH income, October 2009
                                                                                                                                        • Figure 60: Medical and insurance barriers to prescription coverage, by HH income, October 2009
                                                                                                                                    • Appendix: Trade Associations

                                                                                                                                      Companies Covered

                                                                                                                                      • Abbott Laboratories
                                                                                                                                      • American Medical Association (AMA)
                                                                                                                                      • American Pharmacists Association (APhA)
                                                                                                                                      • Amgen Inc.
                                                                                                                                      • AstraZeneca
                                                                                                                                      • Blue Cross and Blue Shield Association
                                                                                                                                      • Bristol-Myers Squibb Company
                                                                                                                                      • Centers for Disease Control and Prevention
                                                                                                                                      • Centers for Medicare & Medicaid Services
                                                                                                                                      • Consumer Healthcare Products Association (CHPA)
                                                                                                                                      • CVS Caremark Corporation
                                                                                                                                      • Drug, Chemical & Associated Technologies Association (DCAT)
                                                                                                                                      • Eli Lilly and Company
                                                                                                                                      • Facebook, Inc.
                                                                                                                                      • Food and Drug Administration
                                                                                                                                      • Generic Pharmaceutical Association (GPhA)
                                                                                                                                      • GlaxoSmithKline (USA)
                                                                                                                                      • Greenfield Online
                                                                                                                                      • Henry J. Kaiser Family Foundation
                                                                                                                                      • Johnson & Johnson
                                                                                                                                      • Medco Health Solutions, Inc.
                                                                                                                                      • Merck & Co. Inc.
                                                                                                                                      • National Center for Complementary and Alternative Medicine (NCCAM)
                                                                                                                                      • National Sleep Foundation (NSF)
                                                                                                                                      • Perrigo Company
                                                                                                                                      • Pfizer Inc
                                                                                                                                      • PhRMA Pharmaceutical Research and Manufacturers of America
                                                                                                                                      • PricewaterhouseCoopers
                                                                                                                                      • Reuters Group PLC
                                                                                                                                      • Rite Aid Corporation
                                                                                                                                      • Sanofi-Aventis (USA)
                                                                                                                                      • Schering-Plough Corporation
                                                                                                                                      • Sepracor Inc.
                                                                                                                                      • Target Corporation
                                                                                                                                      • The New York Times Company
                                                                                                                                      • Twitter, Inc.
                                                                                                                                      • U.S. Bureau of Labor Statistics
                                                                                                                                      • U.S. Bureau of the Census
                                                                                                                                      • United Nations Children's Fund (UNICEF)
                                                                                                                                      • US Department of Labor
                                                                                                                                      • Walgreen Co
                                                                                                                                      • Walmart Stores (USA)
                                                                                                                                      • Washington Post Company (The)
                                                                                                                                      • Wyeth

                                                                                                                                      The Pharmaceuticals Consumer - US - January 2010

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