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. https://pharmaceutical.report/Resources/Whitepapers/146993a3-eaee-45ca-8151-c0ea7fbe65f3_ph2020-marketing.pdf
whitepaper
SHARESHARESHARE
PHARMA 2020: MARKETING THE FUTURE
WHICH PATH WILL YOU TAKE?
The social, demographic and economic context in which the pharmaceutical industry (Pharma) operates is changing dramatically, as we noted in “Pharma 2020: The vision”, the White Paper PricewaterhouseCoopers* published in June 2007 (see sidebar, Seven major trends reshaping the pharmaceutical marketplace).1 All these challenges have major ramifications for the way in which Pharma markets and sells the medicines it develops – the subject on which we shall focus here. The industry has traditionally relied on aggressive marketing to promote its products. One recent study estimates that, between 1996 and 2005, total real spending on pharmaceutical promotions rose from US$11.4 billion to US$29.9 billion in the US (the only country for which expenditure on all major marketing and sales activities is available).2 Another study suggests that the true figure (including meetings and e-promotions) is closer to US$57.5 billion in real terms. DOWNLOAD