Optimal Strategies for Marketing Pharmaceuticals to Eastern European AmericansGlobal Advertising Strategies, Inc.
May 15, 2003
20 Pages - SKU: GLA893002
Additional InformationThe study surveyed two distinct groups of consumers, comparing their buying behavior trends:
1. Eastern European Americans (EEAs). Adult US population consisting of Polish and Russian immigrants - 400
2. US-born Americans. Adult US population born in the USA and socialized within mainstream American culture - 400
One of the major findings of the survey is that the lack of comprehensible (in-language) information about pharmaceuticals deprives Eastern European Americans of the opportunity to make informed decisions. Unlike US-born population, EEAs are often forced to use European brands that they know/trust or blindly rely on doctors' recommendations.
The survey revealed that US-born consumers trust their doctors the most when it comes to choosing a medication. Nevertheless, a great percentage of them purchase drugs under the influence of DTC advertising. The lack of DTC advertising in the Eastern European American market decreases the demand for US-produced medications by the Eastern European group. As a result, doctors become the major source of information regarding pharmaceuticals in this market
Major Sources of Information on Medication Selection
Due to the language barrier an information gap is created, and as a result EEAs are not well-educated about pharmaceuticals brands and manufacturers. They mostly come to the drugstore asking for a drug prescribed/recommended by a doctor, and rarely ask a pharmacist about possible generic equivalents or differ-ent brands. US-born consumers are more knowledgeable in this topic and often ask for a generic substitute or for another brand produced by the manufacturer they prefer.
Knowledge Level about Brand vs Generic Medications
Another important factor in choosing a medication is past experience with a drug. Eastern European Americans are very familiar with drugs from Europe and there is a great demand for them in the community. One can find a lot of European OTC drugs on the shelves of community drugstores..Percentage of EEA
Consumers who Use Drugs from their Country of Origin
American Pharmaceuticals Brands and Their European Rivals
5 Copyright © 2003 by Global Advertising Strategies, Inc.
The study also showed that both US-Born and EEA groups would have a pos-itive reaction to pharmaceutical manufacturers providing information about drugs in patients' native languages..
Patients' Reaction to Pharmaceuticals Manufacturer Providing Information about Medications
in Patients' Native Languages
US-Born respondents answered the question: "What would be your reaction if US pharmaceuticals manufactures provided information about drugs in other languages in addition to English?"
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