Consumer marketers feeling more confident, says survey

Share this article:
The economy might be retrenching and consumers souring, but consumer marketers are feeling more confident, according to a survey by Cegedim Dendrite which found that four in 10 expect DTC spend to increase in 2010.

Nearly three-quarters of those surveyed said spending would hold steady or increase, a big jump over last year's 43%, with 41% anticipating increased spending.
Of that 41% nearly half said the increase will come from more funds allocated to direct-to-patient (DTP) programs.

Among those anticipating decreased spending, half said funds would be shifted to different programs, 19% cited a shift to targeted DTP, 16% predicted a shift to professional promotion, 10% said funds would shift to more persistence and adherence programs and 9% anticipated a shift to more integrated non-personal promotion.

Respondents said TV, direct mail and radio budgets should be cut and the savings shifted into other areas. Asked where they'd like to see more spent, 72% said relationship marketing, while only 58% said they expected to see that happen, while 73% said loyalty card and persistence programming, with only 55% expecting increased spending in those areas.

Spending was expected to stay the same for awareness and trial, while leaping 48% on usage, indicating a shift away from spending to generate new customers and towards low-cost customer retention, said Cegedim Dendrite.
Share this article:
You must be a registered member of MMM to post a comment.

Email Newsletters

MM&M Future Leaders


Register now

Early bird $1,950 before 31 October 2014

*Group discounts available on request 

MM&M EBOOK: PATIENT ACCESS

Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.

More in Channel

Five things for pharma marketers to know: Monday, September 15

Five things for pharma marketers to know: ...

Pharma has sought 76 meetings with FDA over biosimilars; Gilead licenses Sovaldi to India generic drugmakers; Pfizer and Ranbaxy Lipitor lawsuit dismissed.

Liraglutide, aiming for new indication, gets new name

Liraglutide, aiming for new indication, gets new name

Why Novo Nordisk is choosing not to leverage Victoza's brand equity as it seeks a weight-loss indication for liraglutide.

Five things for pharma marketers to know: Friday, September 12

Five things for pharma marketers to know: Friday, ...

An FDA panel voted in favor of liraglutide for weight loss; Allergan investors backing an attempted takeover of the firm crossed a critical threshold; and 100 million health wearables are ...