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¶ … Narayanan, S., Desiraju, R., & Chintagunta, P.K. (2004)
The principle problem that a United States pharmaceutical manufacturer who decides to advertise in Europe would face is the fact that advertising pharmaceuticals via direct to consumer advertising is not the most effective way of marketing these products. The most effective way of marketing such products is through detailing, in which sales representatives go and visit individual health care providers (such as physicians) and provide them with the details regarding the pharmaceuticals. Literature exists that indicates that there are greater return on investments for detailing than for direct to consumer advertising -- detailing itself is not considered advertising.
Therefore, the manufacturing company can either face a situation in which it budgets a certain amount of money for direct to consumer advertising and incurs less revenues than it would for detailing, or it could attempt to try the more lucrative potential of detailing. Doing so in Europe would require incurring a host of other expenses associated with detailing, such as sending representatives from the U.S. To the Continent, or possibly starting an overseas headquarters in Europe. Additional expenses would be associated with training sales people and having...
Lastly, Europe's regulation agencies for pharmaceuticals is more stringent than those in the U.S., in which the "Food and Drug Administration….has been criticized for its weak enforcement of laws regulating such advertising" (Donohue et al., 2007, p. 673).
Still, it should be noted that English is spoken all over Europe which means that such a company could potentially hire sales people in various countries in which it would seek to provide detailing and simply train them. This process would be significantly exacerbated were the company attempting to detail in Asia, for the simple fact that the country would have to expand its "language capabilities" (Lerman, 2012) as researchers at Communispace found out when it attempted to market in Asia, since it is more difficult to find individuals who speak various dialects of the languages in this part of the world, and also be fluent in English and be well trained enough to properly detail a physician.
Another problem that a U.S. pharmaceutical company would face while employing direct to consumer marketing in Europe is related to reaching its target audience. Whereas a little bit of research…
References
Donohue, J.M., Cevasco, M., Rosenthal, M.B. (2007). A decade of direct-to-consumer advertising of prescription drugs. The New England Journal of Medicine. 357(7), 673-681.
Narayanan, S., Desiraju, R., Chintagunta, P.K. (2004). Return on investment implications for pharmaceutical promotional expenditures: The role of marketing-mix interactions. Journal of Marketing. 68, 90-105.
Rosenthal, M.B., Berndt, E.R., Donohue, J.M., Frank, R.G., Epstein, A.M. (2002). Promotion of prescription drugs to consumers. New England Journal of Medicine. 346, 498-505.
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