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Global Pharmaceutical Survey 2012-2013: Market Trends, Marketing Spend and Sales Strategies in the Global Pharmaceutical Industry
Date:5/15/2012

ate a higher proportion of budget towards new media such as emails, internet searches and websites.

 

'Customer retention', 'customer acquisition' and 'brand building or awareness' dominates key marketing aim of suppliers for 2012–2013

'Customer retention', 'customer acquisition' and 'brand building or awareness' are identified as key marketing aims for global pharmaceutical industry suppliers, with 63%, 48% and 41% of industry respondents expressing that these were very important aims. The most significant strategy that global pharmaceutical industry suppliers plan to employ in 2012 is to 'focus sales efforts on generating new business', as identified by 57% of respondents.

 

'Ability to target specific audience niches', 'ability to generate leads or setup customer meetings' and 'thorough reporting and analysis' are the three leading critical success factors for suppliers in 2012

In the process of choosing marketing agencies, the 'ability to target specific audience niches', 'ability to generate leads or setup customer meetings' and 'thorough reporting and analysis' are considered deciding factors by respondents from the global pharmaceutical supplier industry. Survey results indicate that critical success factors have not changed significantly since 2011.

 

Geographical variations

Of all respondents, 67% from companies that operate in the Rest of the World region are optimistic about revenue growth over the next 12 months, compared to 61% in the Asia-Pacific region, 56% in North America and 52% in Europe.

 

M&A Drivers

Need for new product pipelines, new product acquisition, patent expiries, cost containment and credit availability are considered as major drivers for increase in M&A activities.

 

Companies Mentioned

 

Sanofi Aventis, Gen-Probe Incorporated, Neumedicines, RxBio, Araim Pharmaceuticals of O
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