European pharmaceutical dispensing customs and laws are significantly different than in the U.S. In Germany, for example, one cannot buy vitamins (above a certain small dosage) or aspirin anywhere but a pharmacy. Most drugs we consider OTC are still limited to the pharmacy in many European countries.
In considering whether to push for DTC advertising in Europe, American pharmaceutical companies will have to tread carefully, and be mindful of the special political clout carried by pharmacies and physicians.
Culture' and the limits of innovation in marketing: Ernest Dichter, motivation studies and psychoanalytic consumer research in Great Britain, 1950s -- 1970s (Schwarzkopf, 2007)
This study from the University of London talks about the attempt of American companies and advertising agencies to bring the results of psychoanalysis to Great Britain in the 1950's to the 1970's, and the difficulties encountered. America pioneered in consumer motivational research, which was popularized by Vance Packard in "The Hidden Persuaders" in the 1950's. In Packard's model, American advertisers were able to find the subconscious motivators for everyday choices: what toothpaste to use, what floor wax, or which laundry detergent. The overall goal was to create an emotional connection between the advertiser and the user, and thus strengthen the brand.
One of the leading proponents of psychological analysis was Ernest Dichter, who was a thought-leader and market researcher who had great success in the United States. His story of trying to penetrate the UK market in the 1950's is covered by the author. Although incumbent UK market researchers had economic reasons for wanting to resist Dichter's entry to the UK market, the primary resistance was cultural.
UK intellectuals resisted the idea of psychoanalyzing, categorizing and selling to psychological demographics. There was the hint of "Big Brother," and a bit of anti-American feeling in the resistance, which was led primarily by the intelligentsia.
This new article is a cautionary tale that the British, despite their cultural and linguistic similarities, object to the kinds of categorization used in the United...
As we have seen in the above articles, some of the basic assumptions which we don't even question in America are open to criticism in Europe. Similarly, advertising freedoms in the U.S. can be viewed as threatening in Europe:
Russian approaches to media mean that advertisers are shut out of all but government-approved media.
Assumptions about OTC and direct-to-consumer pharmaceutical advertising are very different in Europe than in the U.S.
Americans pioneering efforts in using psychology to target advertising in America met with considerable resistance in Europe; Europeans regard themselves as more than "markets," but as Menschen -- people.
American companies should not make the assumption that Europeans are behind America in media. Europe leads America in cell phone technology. The way that Europeans use their cell phones -- with, for example, a lot more SMS text messaging -- dictates a different advertising approach than in the United States.
This paper takes into account only a few articles over the past few months. If one looks to the deeper cultural concerns today in Europe, one sees a cultural insecurity as the European Union attempts to develop unifying concepts on what it is to be a European. This debate does not take place in the same way in the United States. We accept that we're Americans. The difference is important to understand for all American companies seeking customers in Europe.
Bibliography
Economist. (2007, April 26). Counter-attacking the Kremlin. Economist, p. n.p.
Guthrie, P. (2007). Direct-to-consumer advertising debated. CMAJ, n.p.
Pfanner, E. (2007, March 22). Marketers Have Eyes on the 'Third Screen'. New York Times, p. n.p.
Schwarzkopf, S. (2007). 'Culture' and the limits of innovation in marketing: Ernest Dichter, motivation studies and psychoanalytic consumer research in Great Britain, 1950s -- 1970s. Management and Organisational History, 219-236.
Challenges of American Companies Advertising in Western Europe
