Study: sales support is dwindling, not dead

Share this article:
Although sales forces are shrinking across the globe, the pharmaceutical industry is still pouring money into promotion -- albeit 4% less than in 2010.

The study, by Cegedim Strategic Data, shows that the industry's $29 billion promotional investment in the US had some sweet spots, particularly for marketers in the three categories which dominated promotional ad budgets: CNS, cardiovascular and metabolic. Cegedim says these three categories accounted for 47% of the industry's promotional budgets last year.

Sampling has continued to slide, falling 3% in the US last year. That follows a 13% decline in sampling for the previous year. Pharmas also continued to dial back detailing support, cutting spend 6% last year (following a 4% drop in 2010).

And yet, Cegedim's data shows that dwindling support doesn't mean mainstays like samples and detailing are dead -– Boehringer Ingelheim courted internists, group practitioners, cardiologists and practice nurses for a total of 1.5 million Pradaxa detailing sessions last year. The company's $464 million investment in promoting the blood thinner represents a massive increase from the $67 million the company put behind it in 2010.

With product portfolios at many companies skewing toward more mature products, a number saw substantial support in 2010. Lilly dedicated approximately $276 million for its antidepressant Cymbalta which is promoted through a mix of samples, detailing and DTC, even though the drug is slated to go generic next year.

E-detailing, which Cegedim analyst Jerry Maynor notes can include anything from a video chat to a doctor checking a website, is increasing. Cegedim found that AstraZeneca was a major player in the e-detailing channel, and upped its electronic contacts for its statin Crestor to 66,843– an increase of 312% over 2010, and supported 61,000 e-details for its osteoarthritis drug Vimovo last year, a 215% increase from 2010.
Share this article:

Email Newsletters

More in News

BMS Q2 sales slip, Eliquis, Yervoy soar

BMS Q2 sales slip, Eliquis, Yervoy soar

The company attributed part of the Eliquis boost to the BMS-Pfizer DTC and education efforts.

Gilead, Merck HCV marketing battle may be on horizon

Gilead, Merck HCV marketing battle may be on ...

Disclosed in its earnings report yesterday, Gilead may have a card up its sleeve to counter Merck's experimental hep. C combo regimen.

Sales of Biogen MS pill pick up overseas

Sales of Biogen MS pill pick up overseas

Biogen Idec is seeing strong sales for blockbuster MS drug Tecfidera, especially overseas where it's beginning to catch fire this summer.