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® and Jentadueto®, Merck's Janumet XR® and Juvisync®, and Amylin's Bydureon®. Altogether, these launches accounted for 23% of all diabetes-market spending during the first quarter of 2012.
The Report also spotlights regional share-of-voice variance in the diabetes market, as well as promotional spend on detailing, e-promotion, and sampling. In addition, the Report examines the messages deployed in product details, ePromotion activities, and meetings and events.
Encuity Research's syndicated audits measure pharmaceutical sales force and marketing promotions, and subsequent share-of-voice, across a wide range of channels related to physician and personnel detailing, meeting and events, e-promotions, sampling, and advertising.
Encuity's Promotional Trends Report can be downloaded for free at www.encuity.com/promotionaltrendsreport.About Encuity Research
Encuity Research is the market research and analytics subsidiary of Campbell Alliance. Encuity's team of skilled market research professionals provides answers that biopharmaceutical leaders need to make critical decisions at enterprise, portfolio, and product levels. Its services span five key areas, including custom qualitative and quantitative market research and analytics, syndicated market research, promotional message tracking, and key opinion leader (KOL) identification. For more information on Encuity and its services, please visit http://www.encuity.com.
About Campbell Alliance
Campbell Alliance is the Consulting business segment of inVentiv Health, a leading global provider of best-in-class clinical, commercial, and consulting services to companies seeking to accelerate performance. Campbell Alliance is an industry leader in biopharmaceutical and medical technology consulting. The firm's clients include all of the world's top-20 pharmaceutical companies, as well as numerous emerging and midsize firms. Campbell Alliance is organized into practice areas, each specializing in a critical industry function: Brand Management, Clinical Development, Commercial Effectiveness, Corporate Development, Medical Affairs and Pricing and Market Access. From its locations in New York City, Raleigh, NC, Parsippany, NJ, Los Angeles, San Francisco, Chicago, Boston, Philadelphia, Atlanta, London and Zug, Switzerland, the firm serves clients throughout North America, Europe, and Japan. For more information on Campbell Alliance, please visit http://www.campbellalliance.com.About inVentiv Health
inVentiv Health, Inc. is a leading global provider of best-in-class clinical, commercial and consulting services to companies seeking to accelerate performance. inVentiv's client roster includes more than 550 pharmaceutical, biotech and life sciences companies. With 13,000 employees in 40 countries, inVentiv rapidly transforms promising ideas into commercial reality. inVentiv Health Inc. is privately owned by inVentiv Group Holdings Inc., an organization sponsored by affiliates of Thomas H. Lee Partners, L.P., Liberty Lane Partners and members of the inVentiv management team. For more information, visit http://www.inventivhealth.com.
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