Optimal Strategies for Marketing Pharmaceuticals to Eastern European Americans

Countries covered: United States The study evaluates opportunities in the Eastern European American market for pharmaceutical manufacturers and identifies the most effective methods of targeting this market. It compares behavior trends of Eastern European Americans (EEAs) to those of mainstream American consumers in such areas as: knowledge level about pharmaceutical manufacturers and brands, sources of information on drug selection, preferences in brand vs. generic drugs, and others. Some of the findings are: 1. Only 10% of EEAs rely on Direct-To-Consumer (DTC) advertising when choosing a medication, compared to 38% of mainstream consumers. 2. The lack of DTC advertising in the EEA market decreases demand for US-produced medications by this ethnic group, so over 90% use medications imported from Europe. The language barrier poses a significant problem in reaching EEAs, when over 80% of this group reports that in-language information is vital for obtaining proper knowledge about medications. The report also includes opinions of EEA community doctors on the influence of DTC and other forms of advertising, as well as their preferred sources of information on pharmaceuticals.

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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