Global Pharmaceuticals
Marketing Channel Reference
EDITION
2015
ABOUT IMS HEALTH
IMS Health is a leading global information and technology
services company providing clients in the healthcare industry
with comprehensive solutions to measure and improve their
performance. End-to-end proprietary applications and
configurable solutions connect 10+ petabytes of complex
healthcare data through the IMS OneTM cloud-based master data
management platform, providing comprehensive insights into
diseases, treatments, costs and outcomes. The company’s 15,000
employees blend global consistency and local market knowledge
across 100 countries to help clients run their operations more efficiently.
Customers include pharmaceutical, consumer health and medical
device manufacturers and distributors, providers, payers, government
agencies, policymakers, researchers and the financial community.
As a global leader in protecting individual patient privacy, IMS Health uses
anonymous healthcare data to deliver critical, real-world disease and
treatment insights. These insights help biotech and pharmaceutical
companies, medical researchers, government agencies, payers and
other healthcare stakeholders to identify unmet treatment needs and
understand the effectiveness and value of pharmaceutical products in
improving overall health outcomes. Additional information is available at
www.imshealth.com
IMS Health Global Pharmaceuticals Marketing Channel Reference 2015 extract
Global Overview
About This Publication
Snapshots
With the acquisition of the Cegedim marketing channel audits and
the CSD Global and Local Promotion Databases, IMS Health now
offers marketing channel performance metrics in 35 countries.
Leveraging the acquired promotional databases of Cegedim, this
publication provides an overview of 2014 pharmaceutical industry
marketing trends worldwide and at the country level.
The following metrics are highlighted in this edition:
• Investment by marketing channel
• Investment by corporation, brand, therapy area
• Digital channel investment
• Sales force rep equivalents (FTE)
• Tablet detailing
Please refer to the following pages for an overview of IMS Health’s
promotion data assets and the methodology section of the appendix
(page 204). Please contact your IMS Health sales representative for
further information and questions about this report.
IMS Health Global Pharmaceuticals Marketing Channel Reference 2015 extract
1
Table of
Contents
04 Marketing Channel Measurement
06 Global Overview
08 Review of the Year
20 Key Countries
171 Other Countries
204Appendix
204 Marketing Channel Audits Methodology
22
212 OneKey
222 Abbreviations & Glossary
IMS Health Global Pharmaceuticals Marketing Channel Reference 2015 extract
Global Overview
Snapshots
20 Key Countries
21USA
31France
41Germany
51Italy
61Spain
71UK
81Japan
91China
101Brazil
111Mexico
121Russia
131Turkey
141Poland
151Australia
161 South Korea
171 Other Countries
172
174
176
178
180
182
Denmark
Finland
Norway
Sweden
Belgium
Czech Republic
184
186
188
190
192
194
Greece
Ireland
Portugal
Romania
Canada
Colombia
196 India
198 Taiwan
200 Algeria
202 Morocco
IMS Health Global Pharmaceuticals Marketing Channel Reference 2015 extract
3 3
MARKETING CHANNEL MEASUREMENT
Marketing Channel Measurement is a key asset of IMS Health’s
Global Services organisation.
WHAT?
• Monitored Promotional Sales Force and Marketing Channels
• Interaction & Investment levels
• Recalled messages
• Measured impact and effectiveness
• GPs and all major specialist groups
• Share of Voice, Share of Investment and much more!
WHERE?
Cegedim + IMS Health promotion assets: The essentials
• USA, Canada, Japan, EU5, Brazil, Russia, India, China, Turkey
• Argentina, Colombia, Mexico
• Australia, Korea, Taiwan, New Zealand
• Denmark, Finland, Norway, Sweden
•B
elgium, Czech Republic, Greece, Ireland, Poland,
Portugal, Romania
• Algeria, Egypt, Morocco, Saudi Arabia
44
IMS IMS
Health
Health
Global
Global
Pharmaceuticals
Pharmaceuticals
Marketing
Marketing
Channel
Channel
Reference
Reference
20152015 extract
and threats
HOW?
• Determine best marketing practice
• Plan and adapt your promotional strategy
•O
nline daily diary questionnaire with over 30,000 panellists
WHEN?
WHY?
• Benchmark your brands and competitors
• I dentify competitive strengths, weaknesses, opportunities
•M
onthly & quarterly database updates
recruited with OneKey physician database where available
(see appendix)
•G
lobal or local database access, online analytics tools,
flat files, bespoke reports…
• Ad-hoc / Zoom style questions can be added quickly
(10-30 days following update month / quarter)
• Weekly bespoke reports available
•B
ack data? Of course! 5 years is standard but we have more
…just ask!
IMS Health Global
Source:
Pharmaceuticals
IMS Health Strategic
Marketing
DataChannel
Promotion
Reference
Database,
2015
Year
extract
2014
5 5
Global Overview
66
IMS IMS
Health
Health
Global
Global
Pharmaceuticals
Pharmaceuticals
Marketing
Marketing
Channel
Channel
Reference
Reference
20152015 extract
Global Pharmaceuticals Marketing Channel Reference
Global Overview
Total Investment
$70.7bn
-1.4% vs 2013
7
Commentary
Review of the year 2014
Worldwide, the use
of digital channels
increased by over
30% in 2014.
At nearly $71 billion constant US dollars, worldwide industry
investment in pharmaceuticals sales force and marketing channels
dropped slightly by -1.4% in 2014. The leading 10 multinational
companies – ranked by total measured promotional expenditure,
showed widely varied evolution in investment during the 12 months
to December 2014. For example, AstraZeneca and Johnson & Johnson
increased marketing investment by double digits while others, such as Lilly
and Novartis cut spending dramatically. Investment in worldwide sales force
– the largest single channel by cost – was flat in 2014.
Several factors are notable when analyzing the current pharmaceuticals
marketing landscape:
•
•
•
88
R
eductions in sales force levels have slowed following several years of consolidation related
to the “patent cliff”.
H
igh levels of new compound approvals over the past 4 years – reaching 50 in 2014,
have driven investment in related, specialist targeted marketing
S
ales force “upgrades”, with a focus on an integrated “multichannel” approach and provision
of rich clinical content reveal a progressive shift away from influence and advertising towards
high value engagements across multiple touchpoints.
IMS Health Global Pharmaceuticals Marketing Channel Reference 2015 extract
Global Overview
Snapshots
Marketing investment did vary dramatically by geography in 2014 as the
country level sections of this report will reveal. Major emerging countries
saw jumps in expenditure including China (+11%) and Brazil (+20%).
Likewise, Australia and Turkey both saw increases in spending of more
than 10%. Russia was flat however and other major European markets saw
significant cuts in spending with Germany down -11% and Spain off by -9%.
Meanwhile, marketing investment in the USA returned to positive territory
with measured expenditure up by nearly 3%.
Worldwide, the use of digital channels including online detailing, emailing
and streaming video increased yet again in 2014 with investment in these
three channels up over 30% at $2.3 billion constant US dollars.
Measured in-call use of tablets and other connected mobile devices, often
referred to as “e-detailing” saw higher levels of penetration in smaller
and emerging markets. Roughly 20% of face-to-face rep calls in Belgium
are supported by such devices – the highest level of penetration across 30
audited countries. Mexico, Brazil and Denmark followed in the rankings,
with 14% e-detailing penetration or higher.
IMS Health Global Pharmaceuticals Marketing
Source: IMS
Channel
Health Reference
Strategic Data
2015Promotion
extract Database, Year 2014
9 9
Global Overview
Snapshots
Sales Force Rep Equivalents
2014
$70.7bn
Total Investment
-1.4% vs 2013
2013
2014
440,421
444,112
Change +0.8%
0.0%
CHANGE
vs 2013
Detailing
10
10
-2.7%
Samples
IMS Source:
Health Global
IMS Health
Pharmaceuticals
Strategic Data
Marketing
Promotion
Channel
Database,
Reference
Year 2014
2015
-25.5%
Meetings
+5.0%
Advertising
Global Overview
Global
Overview
Snapshots
Digital
Investment
Detailing
$2.3bn
$44.2bn
3.2%
62.5%
of total investment
of total investment
6.3% face
to face calls
use a tablet as
detailing support
+30.9%
Clinical Trials
+19.7%
DTC
6.3%
+11.9%
+32.2%
Mailing/others
Digital
Source: IMS Health Strategic Data Promotion Database, Year 2014
11 11
Global Overview
Investment by Channel
Full Year 2014
2014
$70.7bn
Total Investment
-1.4% vs 2013
Total All Channels
12
12
IMS Source:
Health Global
IMS Health
Pharmaceuticals
Strategic Data
Marketing
Promotion
Channel
Database,
Reference
Year 2014
2015
Total Investment $bn
% by channel
% change
Detailing
44.2
62.5%
-0.0%
Samples
7.9
11.1%
-2.7%
Meetings
7.8
11.1%
-25.5%
Advertising
0.5
0.6%
+5.0%
Clinical Trials
1.6
2.3%
+30.9%
DTC
4.6
6.5%
+19.7%
Mailing/Others
1.8
2.6%
+11.9%
Digital
2.3
3.2%
+32.2%
70.7
100.0%-1.4%
Global Overview
Investment by Corporation, Brand & Therapy Area
Digital investment by Brand – Full Year 2014
Investment by Corporation
Corporations
% Change
Brands
Investment ($K)
4,192,663
5.9%
+1.7%
Xarelto
1,054,745
1.5%
+11.0%
AstraZeneca
3,972,820
5.6%
+24.6%
Eliquis
1,029,254
1.5%
+52.8%
Merck & Co
3,467,625
4.9%
-13.6%
Forxiga
725,678
1.0%
+630.3%
GlaxoSmithKline
2,580,661
3.7%
+4.0%
Crestor
723,865
1.0%
-16.0%
Actavis
2,546,109
3.6%
-2.8%
Symbicort
719,248
1.0%
+3.1%
Boehringer Ingelheim
2,516,537
3.6%
-8.9%
Januvia
707,128
1.0%
-17.6%
Novartis
2,384,940
3.4%
-21.0%
Pradaxa
674,467
1.0%
-9.9%
Johnson & Johnson
2,265,628
3.2%
+22.9%
Abilify
606,875
0.9%
+5.6%
Takeda
1,942,219
2.7%
-3.3%
Lyrica
592,677
0.8%
+1.1%
Lilly
1,866,278
2.6%
-21.3%
Tradjenta
574,825
0.8%
-20.0%
Pfizer
Investment ($K)
%
Investment by BRAND
Investment by Therapy Area
4.6%
3.4%
3.1%
3.0%
3.0%
82.9%
A10N
R03F
N06A
B01F
A10P
All Others
%
% Change
DIGITAL INVESTMENT BY brand
Naramig
Nexium
Januvia
Pradaxa
Xarelto
Eliquis
Invokana
Deberza
Crestor
Relvar
39,077
31,768
30,085
27,768
27,586
25,554
25,055
24,944
23,002
22,236
$k
Source: IMS Health Strategic Data Promotion Database, Year 2014
1313
Global Overview
Number of reps BY region
and % change 2013-2014
North America
Europe Top 5
71,245
70,149
76,632
73,311
-1.5%
+0.8%
vs 2013
444,112
-4.3%
60,143
58,067
-3.5%
Other Europe
+1.6%
+9.5%
51,410
52,240
126,006
137,992
Latin America
IMS Source:
Health Global
IMS Health
Pharmaceuticals
Strategic Data
Marketing
Promotion
Channel
Database,
Reference
Year 2014
2015
-4.8%
Japan
Asia Pacific
2013
14
14
54,984
52,353
2014
Global Overview
Sales Force Rep Equivalents (FTE)
FTEs Top 10 Corporations, % change & Call Quality Score – 2014
Total all corporations : 444 112 FTEs
Average
% change vs 2013Call Quality Score
+0.8%
+32.2
17,867
Pfizer
-1.9%
+38.5
16,594
Merck & Co
-9.1%
+34.3
15,912
Novartis
-8.2%
+31.8
15,017
AstraZeneca
+8.7%
+31.4
13,697
Sanofi
+3.1%
+33.6
12,581
GlaxoSmithKline
-1.9%
+34.1
11,214
Bayer
+2.0%
+36.3
11,045
Boehringer Ingelheim
-2.1%
+34.9
9,736
Johnson & Johnson
+11.8%
+36.7
8,812
Bristol Myers Squibb
+10.3%
+35.6
Source: IMS Health Strategic Data Promotion Database, Year 2014
1515
Global Overview
Use of tablet detailing support by country
Top 15 countries - Full year 2014
% of Face to Face calls using a Tablet as detailing support
16
16
20.5%
Belgium
17.0%
Mexico
16.3%
Brazil
14.4%
Denmark
13.8%
Australia
11.5%
Norway
11.3%
UK
11.2%
Finland
11.1%
Portugal
10.8%
Spain
10.1%
Turkey
8.4%
Sweden
7.6%
USA
6.8%
Ireland
6.5%
Colombia
6.3%
Avg All Countries
IMS Source:
Health Global
IMS Health
Pharmaceuticals
Strategic Data
Marketing
Promotion
Channel
Database,
Reference
Year 2014
2015
Global Overview
Global
Overview
Digital INVESTMENT
Total investment and trends
2013 Total
Investment
e-meetings
+54.3%
vs 2013
2014 Total
Investment
$2,295m
3.2% of total investment
$1,736m
282
182
661
2.4% of total investment
Overall
change
+32.2%
e-mailing
+16.3%
vs 2013
568
1,353
986
e-detailing
+37.2%
vs 2013
Source: IMS Health Strategic Data Promotion Database, Year 2014
1717
Global Overview
Total Digital INVESTMENT and % Change
2014
Europe Top 5
North America
+28.2%
$1,275.1m
+4.6%
+37.9%
$92.4m
$15.2m
+43%
$890.6m
Other Europe
+1.7%
$9.0m
+32.2%
vs 2013
$2.3bn
18
18
Latin America
IMS Source:
Health Global
IMS Health
Pharmaceuticals
Strategic Data
Marketing
Promotion
Channel
Database,
Reference
Year 2014
2015
Japan
+17.7%
$12.8m
Asia Pacific
Global Overview
Digital Investment
Top 5 Corporations by Region - Year 2014
North America
Europe Top 5
Japan
Total Digital Investment $k
Corporation % Share % Change Total Digital Investment $k
Corporation % Share % Change Total Digital Investment $k
Corporation % Share % Change
107,861
PFE
8.5
+27.0 6,900
MRK
7.5
-25.2 137,406
GSK
15.4 +85.5
87,818
NVT
6.9
+35.4 4,319
AZ
4.7
-18.6 52,482
AZ
5.9
+14.4
86,713
MRK
6.8
+35.9 3,709
GSK
4.0
+79.5 49,129
MRK
5.5
+115.9
83,858
VAL
6.6
+185.1 3,621
J&J
3.9
+12.2 48,927
PFE
5.5
+29.1
64,118
AZ
5.0
+50.7 3,259
PFE
3.5
-18.9 46,457
DSP
5.2
-11.3
Latin America
Other Europe
Asia Pacific
Total Digital Investment $k
Corporation % Share % Change Total Digital Investment $k
Corporation % Share % Change Total Digital Investment $k
Corporation % Share % Change
1,255
MRK
13.9
-36.1 1,297
SAN
8.6
+52.4 1,110
HMI
8.7
+716.5
760
AZ
8.4
+107.0 1,166
GSK
7.7
+92.8 1,008
PFE
7.9
+11.7
475
NVT
5.3
+143.7 1,162
PFE
7.7
+31.1 813
MRK
6.4
+23.8
413
LLY
4.6
+105.3 936
AZ
6.2
+46.0 525
NVT
4.1
+33.6
406
SAN
4.5
+42.5 849
ADA
5.6
+47.1 502
AZ
3.9
+31.8
Source: IMS Health Strategic Data Promotion Database, Year 2014
1919
IMS Health
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92773 Boulogne Billancourt Cedex
France
For further information:
Christopher Wooden
Vice President, Global Sales, ChannelDynamics
cwooden@fr.imshealth.com
Phone: +33 1 47 79 83 00
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