Canada still wary of U.S.-style drug ads

Article Abstract:

Players in the pharmaceutical preparations industry are not optimistic that direct-to-consumer advertising will be employed for the prescription medicine business. Novartis Pharmaceuticals Canada Inc. executive director of communications Joan Beauchamp noted that such a development is improbable before 2000. Pfizer Canada director of communications Don Sancton admitted that it may happen by 2002. Cossette Health Group managing director Patrick McLean cautioned that the need for direct-to-consumer advertising may prompt US agencies to simply add Canadian elements to existing material. McLean continued that such literature would then be pumped into the Canadian markets without consideration of market realities.

Public affairs, Pharmaceutical Preparations, Drugs

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The new generics giant

Article Abstract:

The Canadian generic drug business has accepted repositioning as a marketing strategy. This may be due to the industry's need to market various value-added services for its survival. At present, the business is dependent on sales of pharmaceutical preparations. IMS Canada vice-president Ian Therreault noted that this situation stems from a changing and more competitive health care industry. The generic drugs industry of Canada is presently valued at C$1.05 billion. The crowded state of this business is forcing its participants to offer lower prices.

Strategy & planning, Generic Drugs

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New figures on the Net's growth

Article Abstract:

There was $597.1 million worth of advertising conducted on the Internet in 1997. This information was indicated by the Medill School of Journalism, Folio magazine, and Cowles Business Media. The Internet was valued at $36.8 billion based on total advertising expenditures and sales revenues in 1997. Thirty-one percent of Canadians from the age of 12 up polled in fall 1998 have conducted acquisitions via the Internet, based on an ACNielsen survey. Another 13% have bought something online for a gain from 11% polled in 1997.

Specialized Telecom Services, Wired Telecommunications Carriers, Demographics, Shipments data, Consumer Attitudes, Internet services

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