PARIS--(Marketwire - Jul 7, 2011) -
Growth in China, Latin America, Japan offset by significant declines in
and major European markets.
Cegedim Strategic Data (CSD), leading provider of
integrated healthcare research, has released worldwide audited
expenditure figures for full year 2010.
According to CSD, worldwide spending on sales force and other marketing
edged up 1.5% to just over US $91 billion at constant local currency
rates compared to full year 2009. Growth in China, Japan and Latin
offset by cuts in sales and marketing in the USA and major European
CSD audits pharmaceuticals marketing expenditure in over 30 countries,
sales force, sampling, meetings/events, clinical trials, DTC, e-promotion,
advertising and other marketing channels. GPs, specialists and
covered with a pool of 200,000 healthcare professionals reporting their
to industry promotional activity.
Spending on meetings and other events saw an increase of just over 5%
to US $13 billion. This represents over 14% of global marketing spend.
events was up significantly in Japan (+14%), China (+19%) and Latin
(+18%). Meanwhile, spending was down in the US by 17% and Europe saw a
Christopher Wooden Vice President for the CSD Global Promotion Audit
"In emerging markets, the industry has quickly adopted the use of
events as an efficient way to achieve high quality interaction with a
number of healthcare professionals. This augments one-to-one rep
companies face the challenge of rapid growth and training demands."
During the 12 months to December 2010, global spending on sales force
increased by 2.2% to US $56.1 billion and represented over 61% of
marketing channels. Cuts in US sales force levels were significant with
major companies cutting rep numbers by over 10%. European sales force
significant reductions as well. Meanwhile in China, Latin America, and
many of the leading companies added reps for double digit growth.
Regarding recent trends, Christopher Wooden, added: "There appears to be a
trend in seeking scale efficiencies in the major western markets as 9 of
10 companies in the USA and Europe cut back on sales force levels. Among
markets, Japan was a major exception with increased spending through
despite flat reported sales. With patent expiry, limited R&D
accompanying industry consolidation, sales force and marketing in the
western markets will likely be streamlined over the next few years. The
is clearly seen in Asia and Latin America."
Global marketing expenditure among the leading ten companies nearly
2010 but accounted for over 41% of total marketing investment - the same
as 2009. Three of the ten leading companies are American while
European. Two Japanese multinational companies complete the top 10 for
About Cegedim Strategic Data:
CSD is a leading Market Research company dedicated to the healthcare
industry and operating
Strategic Data: worldwide.
With over 36 years experience in the Pharmaceutical industry, CSD offers
range of market research services and solutions to its customers, which
include more than
50 global and 500 local Pharmaceutical companies. CSD integrates
primary and secondary
analyses with its medical expertise to meet its customer's research needs.
To learn more, please visit our website:www.cegedimstrategicdata.com
Founded in 1969, Cegedim is a global technology and services company
specializing in the
healthcare field. Cegedim supplies services, technological tools,
data flow management services and databases. Its offerings are
targeted notably at
healthcare industries, life sciences companies, healthcare
professionals and insurance
companies. The world leader in life sciences CRM, Cegedim is also one
of the leading
suppliers of strategic healthcare industry data. Cegedim employs 8,500
people in more than
80 countries and generated revenue of EUR927 million in 2010. Cegedim SA
is listed in Paris
To learn more, please visit:www.cegedim.com
Press Release CSD (pdf):
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(i) the releases contained herein are protected by copyright and
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originality of the information contained therein.
Source: CEGEDIM via Thomson Reuters ONE