The Pharmaceuticals Consumer - US - February 2008

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Data for this report
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary, Part I: Market Wide Issues
• Access to healthcare the primary obstacle to increased sales
• Consumers losing faith in pharmaceutical companies
• OTC and Rx medication increasingly competitive
• Attentiveness to advertising dependent on prevalence of condition
• Younger respondents more attentive, but less able to receive prescriptions
• Consumers more active in researching conditions and treatments
• Selling the branded product when generics are available
• Healthcare Coverage
• Introduction
• Access to healthcare coverage
  • Figure 1: Access to health insurance, November 2007, and May 2006-June 2007
  • Figure 2: Rx prevalence of usage, by type of medical insurance, November 2007
• Distrust of Pharmaceutical Companies
• Consumer distrust of pharmaceutical companies
  • Figure 3: Attitudes toward prescription medicine, by availability of medical insurance, November 2007
• Trust for pharmaceutical ads by age
  • Figure 4: Attitudes regarding trust and pharmaceutical companies, by age, November 2007
• Doctors reject pharmaceutical sales tactics
• Consumer attitudes toward their doctors
  • Figure 5: Attitudes towards doctors' roles in choosing pharmaceuticals, June 2002-May 2003, and May 2006 to June 2007
• Fear of side effects
  • Figure 6: Attitudes regarding side effects of drugs, by gender, May 2006 to June 2007
• Attitudes to media presentation of side effects
  • Figure 7: Attitudes regarding the presentation of side effects in D2C advertising, by age, November 2007
• Competition from OTC medication
• Preferences between OTC and Rx medication
  • Figure 8: Attitudes toward OTC medicine, by age, May 2006 to June 2007
  • Figure 9: Choice of OTC medicine over prescription, by age, November 2007
• Comparison of Rx usage across illnesses in the Internet population
  • Figure 10: Use of prescription medication, by condition, November 2007
• Competition from/Attitudes to Alternative Medicine
  • Figure 11: Attitudes toward alternative medicine, June 2002-May 2003, May 2004-May 2005, May 2006 to June 2007
  • Figure 12: Attitudes toward alternative medicine, by age, November 2007
• Attentiveness to Advertising
• Introduction
  • Figure 13: Paying attention to D2C advertising, by type of medication, November 2007
  • Figure 14: Attentiveness to pharmaceutical ads, by gender, November 2007
  • Figure 15: Attentiveness to pharmaceutical ads, by age, November 2007
  • Figure 16: Attentiveness to pharmaceutical ads, by race/ethnicity, November 2007
  • Figure 17: Attentiveness to pharmaceutical ads, by student status, November 2007
• Why ads are watched
  • Figure 18: Reasons for watching drug ads, November 2007
  • Figure 19: Reasons for watching drug ads, by age, November 2007
• The Consumer' s Research Process
• General health research
  • Figure 20: Ways of reseaching health information, by gender, May 2006 to June 2007
  • Figure 21: Ways of researching health information, 2003 vs. 2007
  • Figure 22: Ways of researching health information, by age, May 2006-June 2007
• Researching healthcare treatments
  • Figure 23: Researching pharmaceuticals and treatments, 2003 vs. 2007
  • Figure 24: Researching pharmaceuticals and treatments, by gender, May 2006 to June 2007
• Buying Generic vs. Brand Name
  • Figure 25: Attitudes to brand-name drugs, May 2006 to June 2007
  • Figure 26: Attitudes towards name brand and generic drugs, November 2007
  • Figure 27: Attitudes towards name brand and generic drugs, by race/ethnicity, November 2007
• Executive Summary, Part II: Prevalence of Treatment of Specific Conditions
• Use of Rx medication varies based on effectiveness of OTC treatment
• Substantial opportunity exists in overweight/obesity and herpes
• Potential for viral marketing apparent
• Depression category leads in sales, sleep aids in ad spend
• Sexual dysfunction is not gender-specific
• Some suffering from allergies not aware that they have them
• Psychiatric medications continue to face obstacles
• A large body of sufferers is not being treated in every condition
• Making men comfortable talking about depression
• Where does trouble concentrating end and ADHD begin?
• Bulleted check list for websites
• Prevalence of Conditions and Use of Rx Treatments
• Introduction
  • Figure 28: Prevalence of ailments trended and percentage with ailments using prescription medication, 2003-07
• Substantial opportunity in drugs to combat obesity
• Prescription drug use for allergies declining
• Emphasis on responsibility should grow herpes market
• Depression: Penetration says more about the competition than about the drug
• Internet population
  • Figure 29: Ailments, have, have had, or friend or family has, November 2007, and May 2006 to june 2007
• Comparison of Rx usage across conditions
  • Figure 30: Use of prescription medication by condition, November 2007 (GF) and May 2006-June 2007 (NCS)
• Prevalence of conditions suffered in Internet population by demographics
  • Figure 31: Conditions suffered (self-reported), by age, November 2007
  • Figure 32: Conditions suffered (self-reported), by gender, November 2007
  • Figure 33: Conditions suffered (self-reported), by household income, November 2007
  • Figure 34: Conditions suffered (self-reported), by race/Hispanic origin, November 2007
• Sales and Advertising Spend
• Sales
  • Figure 35: Sales of 20 leading pharmaceutical products for six conditions, 2004 and 2006
• Depression medication sales
• ADHD medication
• Allergy medications
• Sleep medications
  • Figure 36: Ad spend on sleep medication, 2005 and 2006
• Sexual Dysfunction
• Introduction
  • Figure 37: Suffer or have suffered from sexual dysfunction, by demographic, November 2007
• Treatment of sexual dysfunction
  • Figure 38: Sexual dysfunction treatment used, by household income, November 2007
• Sexual dysfunction medications
• Viagra
  • Figure 39: Pfizer Viagra Advertisement
• Levitra
  • Figure 40: Bayer Levitra Advertisement
• Cialis
  • Figure 41: Lilly Cialis Advertisement
• Pollen Allergies
• Introduction
  • Figure 42: Suffered from nasal allergies/hay fever in last 12 months, by demographic, May 2006 to June 2007
• Treatment of allergies
  • Figure 43: Nasal allergy treatment used, by age, November 2007
  • Figure 44: Allergy treatment used, by race/Hispanic origin, November 2007
• Notes on OTC treatment
• Allergy shots
• Nasal airway surgeries
• Allergy medications
• Nasonex
  • Figure 45: Schering-Plough Nasonex Advertisement
• Allegra
• Clarinex
• Flonase
• Overweight and Obesity
• Introduction
  • Figure 46: Prevalence of being 30 pounds overweight in the last 12 months, by key demographics, May 2006 to June 2007
• Xenical
• Competition from gastric bypass surgery
• Attitudes Towards Sleep Aids and Psychiatric Drugs
  • Figure 47: Attitudes towards psychiatric illnesses and drugs and sleep aids, November 2007
• Depression
• Introduction
• Prevalence and treatment with Rx medication by demographic
  • Figure 48: Incidence of depression, and Rx treatment, by demographic, November 2007, and May 2006-June 2007
• Rx vs. other methods of treatment
  • Figure 49: Depression treatment used, by age, November 2007
  • Figure 50: Depression treatment used, by race/ethnicity, November 2007
• Switching depression medication
  • Figure 51: Reasons to change depression medication, by age, November 2007
• Depression medications
• Effexor
  • Figure 52: Effexor advertisement
• Zoloft
• Wellbutrin
• Cymbalta
  • Figure 53: Eli Lilly Cymbalta Advertisement
• Anxiety
• Introduction
  • Figure 54: Suffer or have suffered from general or social anxiety, by demographic, November 2007, and May 2006-June 2007
• Treatment of general anxiety
  • Figure 55: General anxiety treatment used, by age, November 2007
• Treatment of social anxiety
  • Figure 56: Social anxiety treatment used, by race/ethnicity, November 2007
• Switching anxiety medication
  • Figure 57: Reasons to change anxiety medication, November 2007
• Adhd
• Prevalence
  • Figure 58: Suffers or has suffered from ADHD or trouble concentrating, by age, November 2007
• Treatment of ADHD
  • Figure 59: ADHD treatment used, by age, November 2007
• ADHD medications
• Concerta
• Adderall XR
• Strattera
• Sleep Disorders
• Introduction
  • Figure 60: Suffered from sleep disorders in last 12 months, by age and gender, May 2006 to June 2007, and November 2007
• Treatment of sleep-related problems
  • Figure 61: Sleep-related problem treatment used, by gender, November 2007
  • Figure 62: Sleep disorder treatment used, by age, November 2007
• Treatments for sleep apnea
• Sleep disorder medications
• Lunesta
  • Figure 63: Sepracor Lunesta Advertisement
• Ambien
  • Figure 64: Sanofi-Aventis Ambien CR Advertisement
  • Figure 65: Sanofi-Aventis Ambien CR Advertisement
• Rozerem
• Requip
  • Figure 66: GlaxoSmithKline Requip Advertisement
• Appendix: Trade Associations