Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Total U.S. Prescription market, by sales and dispensed prescriptions, 2007-11
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- Figure 2: Prescription drug usage, by gender and race/Hispanic origin, April 2011-June 2012
- Market factors
- Population
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- Figure 3: Total U.S. population aged 18 or older, by age, 2013 and 2018 and prescription drug usage, by age, April 2011-June 2012
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- Figure 4: Population, by race and Hispanic origin, 2013 and 2018
- Unhealthy Americans
- The consumer
- Treating non-life-threatening medical conditions
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- Figure 5: Treating non-life-threatening condition, by age, October 2012
- Ailments treated with prescription drugs
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- Figure 6: Treat ailment with prescription product, April 2011-June 2012
- Attitudes toward pharmaceutical advertising
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- Figure 7: Opinions about prescription advertising, October 2012
- Most consumers get prescriptions filled at drug store
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- Figure 8: Location prescription filled, October 2012
- What we think
Issues in the Market
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- How will the Affordable Care Act (ACA) impact sales of pharmaceutical drugs?
- How do payment plans at pharmacies affect sales of prescription remedies?
- How will the “patent cliff” affect the pharmaceuticals market?
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- Figure 9: Top-selling drugs’ patent expiration dates
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- Figure 10: Brand name vs. generic drug costs
Insights and Opportunities
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- Technology
- Apps
- Online/social media
- Mobile
- In-store clinics
Trend Applications
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- Trend: Golden Bullet
- Trend: Cam Cam
- 2015 Trend: Brand Intervention
Market Factors
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- Key points
- Aging consumers will drive prescription drug sales
- America’s population getting older
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- Figure 11: Population aged 18+, by age, 2008-18
- Hispanic and Asian populations growing
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- Figure 12: Population, by race and Hispanic origin, 2008-18
- Unhealthy lifestyles of Americans
- Cost to be healthy
- Unemployment/underemployment
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- Figure 13: Types of health insurance coverage, by employment status, October 2012
- Figure 14: U.S. Unemployment and underemployment rates, 2007-12
- Lower median income
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- Figure 15: Median household income, in inflation-adjusted dollars, 2001-11
- Health insurance coverage
- Rising healthcare costs
- Patent expirations
Competitive Context
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- Alternative treatment options
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- Figure 16: Treating non-life-threatening condition, October 2012
- Over-the-counter remedies
- Homeopathic/herbal/alternative remedies
- Functional foods, exercise being used by people to take better care of themselves
- Generic remedies
Leading Companies and Brands
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- Key points
- Though declining, Pfizer is leading pharmaceutical company based on sales
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- Figure 17: Top 10 prescription drug corporations by U.S. sales, 2007-11
- Figure 18: Top 10 prescription drug corporations by U.S. dispensed prescriptions, 2007-11
- Lipitor remains top-selling pharmaceutical drug
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- Figure 19: Top 10 U.S. pharmaceutical products, by sales, 2007-11
- Most-used brands from consumer perspective
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- Figure 20: Brands of prescription drugs, by gender and age. April 2011-June 2012
Advertising Prescription Drugs
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- Key points
- Advertising for prescription drugs is heavily regulated
- Those involved in category pay attention to ads
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- Figure 21: Opinions about prescription advertising, October 2012
- Younger sufferers more likely to pay attention to pharmaceutical ads
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- Figure 22: Opinions about prescription advertising, by gender and age, October 2012
Marketing Strategies
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- Overview of the brand landscape
- Brand analysis: Abilify
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- Figure 23: Brand analysis of Abilify, 2013
- TV presence
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- Figure 24: Abilify television ad, 2012
- Online initiatives
- Social media
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- Figure 25: Abilify print ad, 2012
- Brand analysis: Crestor
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- Figure 26: Brand analysis of Crestor, 2012
- TV presence
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- Figure 27: Crestor, television ad, 2012
- Online initiatives
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- Figure 28: Crestor online banner ad, 2012
- Social media
- Brand analysis: Cymbalta
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- Figure 29: Brand analysis of Cymbalta, 2013
- TV presence
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- Figure 30: Cymbalta, television ad, 2012
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- Figure 31: Cymbalta, television ad, 2012
- Online initiatives
- Social media
- Brand analysis: Nexium
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- Figure 32: Brand analysis of Nexium, 2013
- TV presence
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- Figure 33: Nexium, television ad, 2012
- Online initiatives
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- Figure 34: Nexium print ad, 2012
Health Insurance Coverage
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- Key points
- Most respondents have health insurance
- Women are more likely to have coverage
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- Figure 35: Types of health insurance coverage, by gender, October 2012
- Almost 100% of aged 65+ have insurance coverage
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- Figure 36: Types of health insurance coverage, by age, October 2012
- Insurance coverage increases with household income
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- Figure 37: Types of health insurance coverage, by household income, October 2012
Insurance and Prescriptions
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- Key points
- Six out of 10 ask for generic drugs
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- Figure 38: Insurance and prescriptions, October 2012
- Older respondents more likely to ask for a generic
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- Figure 39: Insurance and prescriptions, by gender and age, October 2012
- Higher household incomes tend to have more drugs covered
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- Figure 40: Insurance and prescriptions, by household income, October 2012
Prescription Drug Usage
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- Key points
- Those who take prescription drugs tend to suffer from multiple ailments
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- Figure 41: Ailments suffered, by prescription drug use, April 2011-June 2012
- Older consumers suffer from hypertension/high cholesterol
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- Figure 42: Treat ailment with prescription product, by gender and age, April 2011-June 2012
- Those who use prescription drugs more likely to visit professionals
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- Figure 43: Professional visited, by prescription drug use, April 2011-June 2012
Locations Where Prescriptions Filled
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- Key points
- Drug store pharmacy most popular
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- Figure 44: Location prescription filled, October 2012
- Men more likely to fill at most locations
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- Figure 45: Location prescription filled, by gender, October 2012
- Location to fill prescriptions differs by age
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- Figure 46: Location prescription filled, by age, October 2012
- Drug stores and mail order popular with higher household incomes
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- Figure 47: Location prescription filled, by household income, October 2012
- Where consumers fill prescriptions can depend on what type of insurance they have
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- Figure 48: Types of health insurance coverage, by select locations prescription filled, October 2012
- Prescriptions filled via mail order growing
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- Figure 49: Channel distribution by U.S. spending, 2007-11
Medical Conditions and Treatments
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- Key points
- Most of those who suffer from a medical condition treat with a prescription
- Women more likely to have a medical condition
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- Figure 50: Suffer from non-life-threatening conditions, by gender, October 2012
- Figure 51: Treating non-life-threatening condition—have used, by gender, October 2012
- Prescription drugs ideal for older consumers
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- Figure 52: Suffer from non-life-threatening conditions, by age, October 2012
- Figure 53: Treating non-life-threatening condition—have used, by age, October 2012
- Those who have insurance more likely to use prescription drugs
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- Figure 54: Suffer from non-life-threatening conditions, by insurance status, October 2012
- Figure 55: Treating non-life-threatening condition—have used, by insurance status, October 2012
Interest in Various Treatments
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- Key points
- Opportunity for pharmaceutical companies to offer additional sources
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- Figure 56: Treating non-life-threatening condition, October 2012
- Women could use mobile app
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- Figure 57: Treating non-life-threatening condition—interested in trying, by gender and age, October 2012
- Those not insured interested in various ways to treat conditions
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- Figure 58: Treating non-life-threatening condition—interested in trying, by insurance status, October 2012
Attitudes Toward Health and Prescription Drugs
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- Key points
- Those who take prescription drugs rely on their doctor
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- Figure 59: Attitudes toward prescription drugs and doctor influence, by use of prescription drugs, April 2011-June 2012
- Figure 60: Attitudes toward prescription drug use, by use of prescription drugs, April 2011-June 2012
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- Figure 61: Attitudes toward preventive measures, by use of prescription drugs, April 2011-June 2012
- Women more invested in taking care of health
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- Figure 62: Attitudes toward treatment, by gender, October 2012
- Figure 63: Attitudes/opinions about health and medicine information sources, by gender, April 2011-June 2012
- Older respondents turn to doctor, while younger self-treat
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- Figure 64: Attitudes toward treatment options, by age, October 2012
- Figure 65: Attitudes/opinions about prescription drugs and health information, by age, April 2011-June 2012
- Respondents with insurance more likely to visit doctor
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- Figure 66: Attitudes toward ways to treat health, by insurance status, October 2012
Race and Hispanic Origin
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- Key points
- Blacks and Hispanics less likely to have health insurance
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- Figure 67: Types of health insurance coverage, by race/Hispanic origin, October 2012
- Insurance and prescription coverage among multicultural groups
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- Figure 68: Insurance and prescriptions, by race/Hispanic origin, October 2012
- Medical conditions suffered
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- Figure 69: Suffer from non-life-threatening conditions, by race/Hispanic origin, October 2012
- Opinions about pharmaceutical advertising and health
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- Figure 70: Opinions about prescription advertising, by race/Hispanic origin, October 2012
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- Figure 71: Attitudes toward health information and treatment options, by race/Hispanic origin, October 2012
- Figure 72: Attitudes/Opinions about prescription drugs and information sources, by race/Hispanic origin, April 2011-June 2012
Key Drivers Analysis
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- Methodology
- Interest in presence of a healthcare professional in pharmaceutical advertisements
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- Figure 73: Key drivers of confidence in pharmaceutical advertising, October 2012
Cluster Analysis
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- Figure 74: Target clusters, October 2012
- Cluster 1: Seeking to Heal
- Demographics
- Characteristics
- Opportunity
- Cluster 2: Uninvolved
- Demographics
- Characteristics
- Opportunity
- Cluster 3: Young Skeptics
- Demographics
- Characteristics
- Opportunity
- Cluster 4: Pharmaceutical Users
- Demographics
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 75: Types of health insurance coverage, by target clusters, October 2012
- Figure 76: Insurance and prescriptions, by target clusters, October 2012
- Figure 77: Suffer from non-life-threatening conditions, by target clusters, October 2012
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- Figure 78: Treating non-life-threatening condition—have used, by target clusters, October 2012
- Figure 79: Treating non-life-threatening condition—interested in trying, by target clusters, October 2012
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- Figure 80: Opinions about prescription advertising, by gender and age, October 2012
- Figure 81: Attitudes toward health, by target clusters, October 2012
- Cluster demographics
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- Figure 82: Target clusters, by demographic, October 2012
- Cluster methodology
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Custom Consumer Groups: Spotlight on Boomers
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- Key points
- Medical conditions
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- Figure 83: Suffer from non-life-threatening conditions, by generation, October 2012
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- Figure 84: Treating non-life-threatening condition—have used, by generation, October 2012
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- Figure 85: Treating non-life-threatening condition—interested in trying, by generation, October 2012
- Pharmaceutical advertising
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- Figure 86: Opinions about prescription advertising, by generation, October 2012
- Baby Boomers follow their doctor’s advice
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- Figure 87: Attitudes toward health, by generation, October 2012
Appendix: Other Useful Consumer Tables
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- Health insurance coverage
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- Figure 88: Types of health insurance coverage, by gender and age, October 2012
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- Figure 89: Types of health insurance coverage, by presence of children in household, October 2012
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- Figure 90: Types of health insurance coverage, by generation, October 2012
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- Figure 91: Types of health insurance coverage, by marital/relationship status, October 2012
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- Figure 92: Types of health insurance coverage, by location prescription filled (mass merchandiser, warehouse, and supermarkets), October 2012
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- Figure 93: Types of health insurance coverage, by location prescription filled (Drug stores), October 2012
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- Figure 94: Types of health insurance coverage, by location prescription filled (online and mail order), October 2012
- Insurance and prescriptions
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- Figure 95: Insurance and prescriptions, by generation, October 2012
- Medical conditions and treatment
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- Figure 96: Suffer from non-life-threatening conditions, by gender and age, October 2012
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- Figure 97: Treating non-life-threatening condition—have used, by gender and age, October 2012
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- Figure 98: Suffer from non-life-threatening conditions, by household income, October 2012
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- Figure 99: Treating non-life-threatening condition—have used, by household income, October 2012
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- Figure 100: Suffer from non-life-threatening conditions, by marital/relationship status, October 2012
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- Figure 101: Treating non-life-threatening condition—have used, by marital/relationship status, October 2012
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- Figure 102: Treating non-life-threatening condition—interested in trying, by gender, October 2012
- Pharmaceutical advertising
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- Figure 103: Opinions about prescription advertising, by household income, October 2012
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- Figure 104: Opinions about prescription advertising, by presence of children in household, October 2012
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- Figure 105: Opinions about prescription advertising, by employment, October 2012
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- Figure 106: Opinions about prescription advertising, by insurance status, October 2012
- Prescription drug usage
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- Figure 107: Treat ailment with prescription product, by race/Hispanic origin, April 2011-June 2012
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- Figure 108: Brands of selected prescription drugs, by race/Hispanic origin, April 2011-June 2012
- Prescription location
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- Figure 109: Location prescription filled, by age, October 2012
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- Figure 110: Location prescription filled, by race/Hispanic origin, October 2012
- Attitudes toward health
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- Figure 111: Attitudes toward health, by household income, October 2012
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- Figure 112: Attitudes toward health, by presence of children in household, October 2012
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- Figure 113: Attitudes/Opinions health and medicine, by race/Hispanic origin, April 2011-June 2012
Appendix – Key Driver Analysis
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- Figure 114: Confidence in pharmaceutical advertising—key driver output, October 2012
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Appendix: Trade Associations
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