Europe Health 2006

Purchasing influences

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When they’re buying a medicine or remedy at a pharmacy, people across Europe are most likely to have taken into account the recommendations of a doctor (76%), pharmacist (56%) or previous use of the product (67%).  Quality of ingredients and price are also important factors.

Although they say that advertising for the product doesn’t really influence them (65%), more than 1 in 4 say that they are influenced by a well known brand (28%) and the reputation of the manufacturer (21%).  The importance of a well known brand is especially high in Finland and Romania. To compare these results by country click here.

Having previously said that they weren’t influenced by advertising, on average 50% of all respondents across Europe admitted that they found the information in health advertisements useful – especially in Hungary, Poland and Romania

Average agreeing across all countries:

It's important to have the name of the m’facturer in the ads for its products 65%
I have more confidence in the quality of a product if I’m familiar with the m’facturer 59%
I find the information in health ads useful 50%
I’d  never trust  brand of medicine/remedy I hadn’t heard of 46%

On average 6 out of 10 people usually seek out lots of information before they buy a medicine/remedy at a pharmacy.  Most likely to be the case in Hungary, Poland, Romania and Russia. To view response to this statement by country click here.

Conclusions for marketers

There’s a hunger for information about medicines and remedies especially in the Central & Eastern European countries.  Whilst people won’t admit to being influenced by advertising, they do value the information it contains and expect it to include the name of the manufacturer.  Brand familiarity is an important influence on the purchase of medicines and remedies.