Sales, Marketing, and R&D Trends from Industry
Analysts Featured Briefs: Electronic Delivery of CME Gains Popularity Sidebar: Average % of CME Delivered Via Internet Smaller, Refocused Salesforces Could Create Greater Value for Patients Sidebar: Pharma Job Cuts Announced as of October 2008 Effective Partnerships Key to Producing Targeted Treatment Solutions Sidebar: Deal Driver Economy Presents Challenges, Opportunities for Life-Sciences Suppliers Companies Strive to Tailor Thought-Leader Relationships to Fit New Guidelines Sidebar: Hourly Payment Rate Ranges Across All Therapeutic Areas and Thought Leader Categories by Company Size Age-Related Macular Degeneration Market Expands With New VEGF Therapy Launches New Innovations Drive Growth in Wound Care Market Sidebar: Skin Ulcers Revenue and Growth Rate by Segment, 2003-2013 ($ in millions) One in Three Medicare Part D Enrollees Select Advantage Drug Plans for 2009 Market for Pharma IT Services in Australia Continues to Thrive Double-Digit Growth Anticipated for Pharma in Middle East Sidebar: DPP IV Inhibitors in Advanced Development for Type 2 Diabetes Antithrombotics, Antidiabetics Represent Next Wave of Protease Inhibitors ELECTRONIC DELIVERY of CME GAINS POPULARITY Face to face delivery remains the most common CME format, despite its relatively low rate of efficiency and information retention. But the Inter net is quickly growing in relevance as a delivery mechanism, fostered especially by the fractured CME marketplace in Europe. A recent benchmarking report from Best Practices, Educating the Market: Creating Value Through Support of Continuing Medical Education, finds that electronic CME (eCME) is delivering between 10% and25%of global CME content,and CME leaders estimate that this percentage will double over the next three to five years.Already,some adopters are delivering as much as 75% of CME content through the Internet in the United States and 50% in Europe. Some advantages of Web based delivery are that it offers a platform that accommodates multiple learner preferences and provides shortcuts for targeting physicians who are broadly distributed across the spectrum of readiness for behavioral change as a result of CME.One factor driving higher eCME usage is that younger physicians entering the industry are more open to receiving electronic content, whereas older physicians are more resistant to the format. For more information,visit bestinclass.com. Effective Partnerships KEY TO PRODUCING TARGETEDTREATMENT SOLUTIONS The number of major alliances between large biopharmaceutical companies and smaller biotech firms or academic institutes continues to grow despite the difficult economic environment. How ever, the latest biopartnering survey conducted by IBM Global Business Services and Silico Research shows that many large life sciences companies have made only marginal improvements in their ability to find new partners, negotiate terms, and manage the alliances they established over the past two years. The study suggests four steps such companies can take to enhance their appeal:capitalize on areas of existing expertise to attract new partners;“sweet en” an offer with non financial incentives; adopt a project oriented perspective; and develop the skills to engage in different kinds of partnerships. For more information,visit ibm.com. Smaller, Refocused Salesforces COULD CREATE GREATER VALUE FOR PATIENTS The current role of the pharmaceutical industry’s sales and marketing workforce will be replaced by a new model in the next 10 years as the industry shifts from a mass market to a target market approach. According to the PricewaterhouseCoopers (PWC) report, Pharma 2020: Marketing the Future, the growth of specialized medicine and the changing healthcare land scape are creating new opportunities for pharma companies that won’t rely on an army of sales representatives, billions of dollars in free drug samples,millions spent on TV advertising, and aggressive marketing to doctors and patients to ensure brand growth or commercial success. According to Anthony Farino, PWC’s U.S. pharmaceutical and life sciences advisory services leader, the industry has traditionally relied on aggressive marketing to promote its products, with one recent study estimating that total real spending on pharmaceutical promotions in the United States rose to $29.9 billion in 2005 from $11.4 billion in 1996.Much of the spending went to the expansion of sales forces; between 1996 and 2005, the number of U.S. sales reps almost doubled to 100,000, although the number of practicing physicians rose by just 26% during the same period. For more information,visit pwc.com. PHARMA TR AX SALES, MARKETING, AND R&D TRENDS AFFECTING THE HEALTHCARE INDUSTRY Science is leading the industry toward specialist therapies, and sales and marketing will have to adapt to this change. Anthony Farino COMPANY ANNOUNCED JOB CUTS Pfizer 10, 000 AstraZeneca 7, 600 Merck & Co. 7, 200 Bayer 6, 000 ScheringPlough 5, 500 Johnson & Johnson 5, 000 GlaxoSmithKline 5, 000 Amgen 2, 600 Novartis 2, 500 Wyeth 1, 200 SanofiAventis 700 TOTAL 53,300 PHARMA JOB CUTS ANNOUNCED AS OFOCTOBER 2008 Source:PricewaterhouseCoopers, Pharma 2020:Marketing the Future. For more information, visit pwc.com. AVERAGE %OFCME DELIVEREDVIA INTERNET Source: Best Practices, Educating the Market: Creating Value Through Support of Continuing Medical Education.For more information, visit best in class.com. 30% 20% 10% 0% Europe 10.9% North America 23.9% DEAL DRIVER The deal or offer Development expertise Alliance management skills Overall reputation as a partner Product position Partnering culture Sales and marketing channels Scientific expertise Prior relationships between the parties Distribution channels Intellectual property assets Recommendation Manufacturing capabilities Geographical position 5.4 5.17 5.15 5.03 4.9 4.84 4.57 4.34 4.19 4.13 3.31 Small biotech companies and academic institutions focus on financial remuneration, development expertise, and alliance management skills when choosing a partner.The importance of each driver was rated on a scale of one to seven, with seven being the most important. Source: IBM Global Business Services and Silico Research, Biopartnering 2008 Survey, December 2008.For more information, visit ibm.com. MORE Options . MORE Opportunities . MORE Results . The Next Generation of Publication Marketing The PharmaVOICE WebLinx Program Accelerate yo ur marketing campaign with a pro gram designed to generate qualified leads and measurable results. For more information about WebLinx Programs, call 6097300196 to speak with Lisa Banket, Publisher ([email protected]), or contact Marah Walsh, New Business Develo pment 2153218656 (mwalsh@pharmavo ice.co
