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Media Influence on Consumer Choice: Prescription Medications/Pharmacies

Published by: Ad-ology

Published: Mar. 25, 2009 - 64 Pages


Table of Contents


I. Executive Summary

II. Survey Findings

III. Consumer Spending

IV. Methodology+Definitions



TABLE OF FIGURES

1. Percentage of U.S. Adults That Have Initiated a Conversation with their Doctor About a Specific Brand of Prescription Medicine

2. Demographic Analysis of U.S. Pharmacy Customers (18+) That Have Initiated a Conversation with their Doctor About a Specific Brand of Prescription Medicine

3. Percentage of U.S. Adults That Have Had A Prescription Filled In The Last 12 Months

4. Demographic Analysis of U.S. Adults That Have Had A Prescription Filled Recently

5. Preference of Prescription Fulfillment Location (U.S. Pharmacy Customers 18+)

6. Demographic Analysis of U.S. Pharmacy Customers (18+) That Prefer To Have Prescriptions Filled Online

7. Factors that are Most Important in Prescription Fulfillment or Location of Prescription Fulfillment (U.S. Adults 18+)

8. Factors that are Most Important in Prescription Fulfillment or Location of Prescription Fulfillment by Age

9. Factors that are Most Important in Prescription Fulfillment or Location of Prescription Fulfillment by Gender

10. Factors that are Most Important in Prescription Fulfillment or Location of Prescription Fulfillment by Race

11. Factors that are Most Important in Prescription Fulfillment or Location of Prescription Fulfillment by U.S. Region

12. Demographic Analysis of U.S. Pharmacy Customers Who Consider Out of Pocket Cost More Important than Brand Name Drug Availability

13. Percentage of U.S. Adults That Are Somewhat or Significantly Influenced by Online Media

14. U.S. Pharmacy Customers (18+) Somewhat or Significantly Influenced by Information/Advertising from Online Media

15. Demographic Analysis of U.S. Pharmacy Customers Influenced by Online Video

16. Percentage of U.S. Adults That Are Somewhat or Significantly Influenced by Social Media

17. U.S. Pharmacy Customers (18+) Somewhat or Significantly Influenced by Information/Advertising from Social Media

18. Demographic Analysis of U.S. Pharmacy Customers Influenced by Social Media

19. Percentage of U.S. Adults That Are Somewhat or Significantly Influenced by Traditional Media

20. U.S. Pharmacy Customers (18+) Somewhat or Significantly Influenced by Information/Advertising from Traditional Media

21. Demographic Analysis of U.S. Pharmacy Customers Influenced by Newspapers

22. Demographic Analysis of U.S. Pharmacy Customers Influenced by Television

23. Demographic Analysis of U.S. Pharmacy Customers Influenced by Radio

24. Demographic Analysis of U.S. Pharmacy Customers Influenced by Direct Mail Advertising

25. Demographic Analysis of U.S. Pharmacy Customers Influenced by Magazines

26. Demographic Analysis of U.S. Pharmacy Customers Influenced by Out-of-Home Advertising

27. Percentage of U.S. Pharmacy Customers (18+) who consider Sports Marketing Somewhat or Very Important

28. Demographic Analysis of Pharmacy Customers who consider Sports Marketing Somewhat or Very Important

29. Percentage of U.S. Pharmacy Customers (18+) who consider Cause Marketing Somewhat or Very Important

30. Demographic Analysis of Pharmacy Customers who consider Cause Marketing Somewhat or Very Important

CONSUMER SPENDING FIGURES

1. 2007 U.S. TV Market Comparison of Consumer Spending on Prescription drugs (Estimated Total per Market)

2. 2007 U.S. TV Market Comparison of Consumer Spending on Prescription Drugs (Estimated Average Per Household per Market)

3. 2007 U.S. Consumer Spending on Prescription drugs by Life Stage Cluster

4. 2007 U.S. TV Market Comparison of Consumer Spending on Nonprescription drugs (Estimated Total per Market)

5. 2007 U.S. TV Market Comparison of Consumer Spending on Nonprescription drugs (Estimated Average Per Household per Market)

6. 2007 U.S. Consumer Spending on Nonprescription drugs by Life Stage Cluster

Abstract

Prescription drug spending is one of the fastest growing components of national healthcare spending, amounting to more than $200 billion spent annually.

The pharmaceutical industry spends billions to advertise prescription medications and pharmacies. This report includes extensive detail on the level of influence 20 different types of online and traditional media had on pharmacy choice and reveals how many people have initiated a conversation with their doctor about a specific brand of medication, broken down by demographic. Online media covered: Email, Health Web sites, Store/Pharmacy Web sites, News Web sites, Online Yellow Pages, Search Results, Sports Web sites, Online Video. Social media types covered: Blogs, Forums, Negative Comments, Positive Comments, Product Reviews, Social Networks. Traditional media types covered: Direct Mail, Magazine, Newspaper, Out-of-Home, Radio, Television, Yellow Pages.

Many factors play a role in pharmacy choice and the report examines the importance of factors like generic drug availability, knowledgeable pharmacists, location, and rewards programs.

The report also offers insights on how consumers prefer to have prescriptions filled, including online and mail order prescription services, drugstores, and grocery store pharmacies.

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