This is free marketing research on the pharmaceutical advertising industry and can include information on the background, market structure, definitions, competitors, trends and developments of pharmaceutical advertising and is related to other topics such as drugs, generics and healthcare.

Pharma advertising: seeking innovative drug promotion

Different approaches to create online awareness results in contrasting outcomes for J&J and Pfizer. In 2007, US pharma companies spent nearly $6 billion on direct-to-consumer advertising and drug manufacturers are increasingly looking towards innovative means to market their products. However, such methods are bringing contrasting fortunes. While Pfizer has been asked to withdraw its latest online Viagra advert, the novel approach to promote J&J's OTC Zyrtec has caused much online hype.

In recent years, drug manufacturers have begun to explore new media DTC strategies, with the use of internet adverts, blog sites and podcasts set to become more common place. However, when entering these new realms of advertising, companies must ensure they still abide by the FDA rules and regulations surrounding DTC advertising.

Earlier this week, Pfizer fell foul of the FDA with its online "Viva Viagra" advert, promoting its erectile dysfunction drug Viagra (sildenafil). The FDA told the company to discontinue the advert, because although it portrayed the benefits of taking the drug, it failed to inform the public over its safety profile and potential adverse effects and contraindication in men already taking nitrates. Pfizer responded stating that this was due to a technical error, with the banner accompanying the video clip highlighting the required safety information having been omitted in a technical hitch. However, in order to appease the regulator the company has pulled all Viva Viagra adverts from the web to avoid a similar situation.

In an effort to differentiate its DTC campaign form the crowd, the latest advert for Johnson & Johnson's over-the-counter (OTC) version of allergy drug Zyrtec (certirizine) involves flyers, which are reported to have been taped to telephone and scaffolding polls across the US during the last week. The flyers, designed to appear handwritten, state: "Missing 2 Hours. Last Seen: While waiting for Claritin to start working. If found please call: 1-800-4-ZYRTEC".

When called, this number connects to a recorded message promoting Zyrtec's advantages and eventually directs callers to a Zyrtec website. This innovative promotion has caused much hype on internet blog sites, certainly raising the profile of this newly available OTC product.

However, the legality of such a campaign could be called into question, but because of the drug's OTC status, extensive safety information is not required unlike with prescription drugs. Consequently, Datamonitor expects that pharmaceutical companies will be paying close attention to this advertising stunt, with future promotional campaigns likely to take an unconventional approach in order to increase word on the street or online hype.

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