Pharma Promotional Spending in 2013 Professional Detailing, eDetailing, DTC Advertising, Professional Meetings, Journal Advertising
Promotional Spend Allocation 2013 According to the latest Cegedim Strategic Data (CSD) Audit, the 20 pharma companies that spent the most on total promotion — which includes traditional professional detailing, eDetailing, Direct-to-Consumer (DTC) advertising, professional meetings, and journal advertising — spent a total of $14,784 Bn in 2013.

How representative is this of the entire industry? It’s difficult to say. According to CSD, the Top 20 pharma companies spent $10.1 Bn on professional detailing in 2013, which is about 70% of the $14.9 Bn CSD estimated the entire industry spent on professional detailing in 2012. On the DTC side, the Top 20 spent $3.2 Bn, which is about 85% of the total of the $3.8 Bn total 2013 DTC spend according to Nielsen data. Based on these numbers, it seems fair to say the allocation of the promotional spend — i.e., the portion of the spending pie devoted to each category — of the Top 20 spenders is representative of the industry as a whole.

Topics include (partial list):

  • Pharma Not Walking the Walk, Digitally
  • Minuscule Amount Spent on eDetailing
  • DTC Promotional Spending
  • What’s the Cost of a Sales Call by a Live Rep?
  • HCP versus Consumer Promotion
  • Mickelson’s PGA Standing vs. Enbrel’s DTC Spending
  • Data and Charts:
    • 2013 Promotional Spend Allocation of Top 20 Companies
    • Percent Media Share Spend – Global, All Industries
    • Annual Investment in eDetailing
    • DTC Spending Trend, 2008 through 2013
    • DTC Spending by Medium, 2011 through 2013
    • DTC Ad Spending via Internet, 2011 through 2013
    • The Top 20 Pharma DTC Advertisers in 2013
    • The Top 20 Overall Promotional Spenders in 2013
    • Enbrel DTC Spend vs. Mickelson PGA Rating

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Issue: Vol. 13, No. 5: May 2014

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