United States
U.S.—Pharma Marketing is Under Siege
Spectrum
Report
Pharmaceutical marketing in the U.S. is in trouble and the economy is not solely to blame. “Too many Americans see harm, not good, in encouraging patients to use pharmaceutical products prescribed by their doctors,” notes John Seng of U.S.-based Spectrum. “As a result, the marketing of prescription medications is all too often considered inappropriate or excessive. For example, academic institutionbased medical schools and community-physician practices are increasingly banning pharmaceutical sales detailing.” Direct-to-consumer advertising also has fallen under increasing scrutiny, as companies tighten or eliminate medical education budgets.
Forecast
The downturn of the economy will continue to take a toll on pharmaceutical marketing employees. The economic trench will exacerbate the problem for healthcare in the U.S., especially given the lack of consensus on reform. “The economic stimulus package will jumpstart some progress, but it remains to be seen how Americans value healthcare,” notes Seng. “Nevertheless, the demand for healthcare will continue to grow. Humans and healthcare are inextricably linked.”
