Paris,
March 14, 2012 – Cegedim Strategic Data (CSD), leading provider of
healthcare market research and worldwide promotional audits, has released
worldwide audited channel spending figures for full year 2011.
According to CSD, worldwide
investment on sales force and other marketing channels was down 3.4% to just
over US $92 billion at constant local currency exchange rates compared to full
year 2010. Growth in China, Latin America and other emerging markets was offset
by cuts in sales and marketing in the USA, Japan, and major European markets.
Spending on sales force
activity alone fell by nearly 5% worldwide to US $55.8 billion mainly due to
cuts in the USA and Japan. Detailing now represents just over 60% of global
marketing investments. Use of meetings and events was also down worldwide (-4%)
with use of this channel in Japan dropping by 11%. In China however spend on meetings
and events jumped by over 40%.
Christopher Wooden Vice
President for CSD Global Promotion Audits commented: “The increases we saw
in Japan in 2010 reversed last year as that country along with the USA and
major European markets consolidated marketing expenditure in the context of
fewer product launches and the end of patent protection for major brands.
Meanwhile, emerging markets powered ahead in 2011 with China leading the way
followed by Brazil and India. These countries saw significantly increased
investments across the entire marketing mix.”
At a company level, despite
the focus on emerging markets, there was general consolidation among the
leading ten companies during the 12 months to December 2011. Only two among the
top ten companies increased worldwide promotional expenditure in 2011.
Indicative of the pull back in North America, only three American
multinationals ranked among the top ten companies in terms of global
promotional spending levels.
CSD monitors pharmaceuticals marketing investments in
over 30 countries, tracking industry sales force, sampling, meetings/events,
clinical trials, DTC, e-promotion, print advertising and other marketing
channels. GPs, specialists and pharmacists are covered with a pool of 200,000
healthcare professionals reporting their exposure to industry promotional
activity on a daily basis.