Brazil and China enjoyed significant increases in pharmaceutical marketing investments in 2011, while the spend was down in Russia, according to a new report from researchers at Cegedim Strategic Data.
The analysis notes that in contrast to a decline of more than 3% in worldwide investments, Brazil is booming in this regard. Specifically, the country saw a total spend of $4.4 billion, an increase of 8.4% compared to the previous year. Both detailing and samples showed an increase of 8.6% in promotional spending, with samples representing 17% of the marketing channel mix, while meetings were the third most important channel.
China’s total sales force and other marketing channel investments amounted to $1.4 billion, and showed the highest percentage increase among the emerging markets of 26.6%. Spending on sales force detailing showed double-digit growth of 23.4%., while meetings represented 17% of investments, a leap of 42.5%, "as most companies tried to diversify their channel activities to increase physician reach", CSD notes.
In contrast, Russia saw a 7.7% decline in investments to $205.4 million as "companies adjusted their marketing strategies in the wake of legislation on pharmaceutical promotional activities", which was only finalised in the autumn of 2011. Drugmakers' spend on samples and meetings declined by 34.7% and 42.8%, respectively.