Cutting Edge Information

European drug marketing budgets allocate 6-12% less toward advertising

Published in Lab Law Weekly, January 6th, 2006

The difference between European marketing strategy and U.S. strategy lies in a smaller advertising budget, according to survey data from a new study by Cutting Edge Information.

According to the data, pharmaceutical companies allocate anywhere from 5.6% (for niche brands) to 12.4% (for blockbuster brands) less of their marketing budget toward advertising in Europe.

Although drug companies may maintain a lean advertising bill in Europe, they make up for it by deploying other promotional tactics. For instance, rather than overspend in direct-to-consumer advertising expenses, European pharmaceutical marketers refocus strategies by aligning the budget...

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Source: Lab Law Weekly (2006-01-06)

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