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Promotional Trends Report from Encuity Research Shows Maneuvering to Fill Lipitor Vacuum
Date:7/17/2012

NEWTOWN, Pa., July 17, 2012 /PRNewswire/ -- Encuity Research, the market research and analytics subsidiary of Campbell Alliance, today released its Promotional Trends Report for July 2012, highlighting key product promotion trends within the pharmaceutical and biotech industry. This quarterly report leverages data from Encuity's syndicated market research suite to examine promotional activity, including mix and spend, across key therapeutic markets.

The July 2012 Promotional Trends Report shows that the loss of patent protection for Pfizer's Lipitor® in November 2011 had a major impact on the promotional spend landscape of the cholesterol market. These shifts included a steady spend increase—and rising market share—for AstraZeneca's cholesterol drug Crestor®. The drug reached second place in overall promotional spend across all therapeutic categories for the past two quarters ending March 2012.

Promotional spending for the industry overall topped $5 billion, according to the Report. During the past five quarters, spending was at its highest in the second quarter of 2011, at $5.07 billion, mainly due to an 11% increase in direct-to-consumer (DTC) spending.

Another shift occurred in the first quarter of 2012. While spending held at $5.03 billion, details to nurse practitioners and physician assistants increased 13%. Spending on journal ads fell 12% during the same period.

"While spending has remained relatively steady, we are monitoring significant swings in the marketing mix driven by competitive plays for market share across both the rigorous post-patent environment and the congested launch landscape," said Kelly Sborlini, Vice President of Encuity Research's Syndicated Market Research Group.

This quarter's Report includes a Market Spotlight on the diabetes market. Strong spending was recorded, attributed to the launch of Boehringer Ingelheim and Lilly's Tradjenta®
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SOURCE Encuity Research
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