Direct-to-Consumer Advertising Regulations in the EU...
Price:
$3 800.00
Full Title: Direct-to-Consumer Advertising Regulations in the European Union: Developing Lasting Relationships Online
Introduction
The established ban on Direct-to-Consumer advertising in the European Union poses a unique challenge to the traditionally brand-driven pharmaceutical industry. In lieu of aggressive television and print-based promotional campaigns, companies must instead focus on driving consumers to seek a diagnosis by increasing disease awareness.
Scope
Outline of the legal and inherent barriers that prevent the pharmaceutical industry from communicating effectively with European consumers
Comparative analysis of the corporate websites of 10 leading pharmaceutical companies in the UK market
Assessment of several key trends that will affect how the pharmaceutical industry in the European Union markets its products offline and online
Insight into key consumer demands and best practices in consumer-facing websites in the European market, based on Datamonitor’s research
Highlights
Datamonitor has found that while few consumers view health information provided by pharmaceutical companies are more trustworthy than information from other sources, consumers do not generally refuse to use a website based on pharmaceutical sponsorship alone.
English-language campaigns, which focus on an International audience, are not an effective way to develop lasting relationships with consumers. Sites that are targeted to an "International audience" are less clearly regulated by local advertising laws. However, they are also less effective as they cannot carry local-market-specific information.
The pharmaceutical industry should continue to try to establish itself as a source of disease and treatment information in Europe. Great care should be taken, however, to remain compliant with restrictions placed on communicating directly to consumers. Failing to do so will destroy the industry’s credibility as a trustworthy source of information.
Reasons to Purchase
Identify ways to provide consumers with high quality health information, while remaining compliant with bans on DTC advertising of branded products
Plan promotional campaigns to build the industry’s reputation as a source of superior quality information both online and offline
Recognize that English-language only sites, which target an International audience, are not an effective way to develop lasting relationships
