Cegedim: Global promotional Spend Benchmarks $90 Billions / 34 Audited Countries

Channel Mix

 

The channel mix used has evolved dramatically over the past 10 years. Historically, pharmaceuticals promotion has been primarily face-to-face, sales rep driven – even in established western markets. Lead by the USA, pharmaceutical companies have increasingly leveraged a variety of traditional promotional channels to build brand and disease awareness among HCPs and the public. The major European markets followed, albeit without the freedom to advertise direct to consumer (DTC). Today, the results show a rich marketing mix with the industry in the US and Europe using every available (and allowable) channel to get the message out. Despite “official” guidelines and periodic government “crack downs,” industry marketing practice remains largely self-regulated to a greater or lesser degree depending on the country in question.

 

Recently, as the industry in the west has faced the patent cliff along with anaemic product pipelines, there has been much discussion of replacing face-to-face sales reps with e-detailing and other digital channels. To be sure, sales forces have been cut, and companies are seeking to augment reduced sales force levels with new channels. Multi-channel marketing comprising face-to-face, phone and digital seems to be the flavour of the moment. It is also common sense.

 

Studies have repeatedly shown that quality, face-to-face interaction with reps remains the essential element in any company’s success.

 

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Overall Trends

• In the twelve-month period to June 2012, industry spending on audited channels came to $90 billion in constant US Dollars with spending in the United States accounting for 32% of the worldwide total. 

On the previous Moving Annual Total (MAT) period, worldwide spending was practically flat - showing a slight drop of just 1%.

Significant increases in emerging markets ( Brazil +22%, Russia +42% , China +30%) were in marked contrast to cuts in more established markets (USA -6%, EU5 -3.6%). Spending in Japan was flat.

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