Sales of all pharmaceuticals have been steadily rising, from $280.4 billion in 2007, to $296.7 billion in 2009. Behind these positive numbers, however, is a category facing numerous challenges and opportunities. This report examines how consumers view pharmaceuticals, and covers the following:

Factors driving sales of pharmaceuticals, including an aging population, unhealthy lifestyles, and price moves by brand drug makers

Challenges confronting brand name pharmaceuticals, including the growth of generics, the loss of patent protection for best-selling drugs, and price wars at chain drug stores, as well as the changing face of health insurance coverage

Sales of all pharmaceuticals have been steadily rising, from $280.4 billion in 2007, to $296.7 billion in 2009. Behind these positive numbers, however, is a category facing numerous challenges and opportunities. This report examines how consumers view pharmaceuticals, and covers the following:

Factors driving sales of pharmaceuticals, including an aging population, unhealthy lifestyles, and price moves by brand drug makers

Challenges confronting brand name pharmaceuticals, including the growth of generics, the loss of patent protection for best-selling drugs, and price wars at chain drug stores, as well as the changing face of health insurance coverage

Treatment methods consumers turn to—including prescription drugs, over-the-counter (OTC) remedies and alternative medicine—for a range of non-life-threatening ailments

Respondents’ impressions of pharmaceuticals and attitudes toward associated side effects

The tendency of respondents to ask for brand drugs versus generics

Specific marketing recommendations for building brand awareness and consumer interest, such as creating unbranded websites and partnering with celebrities