Global Pharmaceutical Survey 2012–2013: Market Trends, Marketing Spend and Sales Strategies in the Global Pharmaceutical Industry

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					                                Pharmaceutical
                                            Panel Report




Global Pharmaceutical Survey 2012–
2013:
Market Trends, Marketing Spend and Sales Strategies
in the Global Pharmaceutical Industry

Reference code: PH1616PR

Published: March 2012


ICD Research

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London EC4Y 0BS
United Kingdom
Tel: +44 (0) 20 7936 6400
Fax: +44 (0) 20 7336 6813
Website: www.icd-research.com




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 TABLE OF CONTENTS



TABLE OF CONTENTS

1      Introduction ........................................................................................................................... 9
    1.1 What is This Report About? ............................................................................................................. 9
    1.2 Definitions ........................................................................................................................................ 9
    1.3 Methodology ...................................................................................................................................10
    1.4 Profile of Survey Respondents: Global Pharmaceutical Industry .....................................................12
        1.4.1     Profile of buyer respondents: global pharmaceutical industry .................................................................. 12
        1.4.2     Profile of supplier respondents: global pharmaceutical industry .............................................................. 13
2      Executive Summary ............................................................................................................ 15
3      Global Pharmaceutical Industry Dynamics ....................................................................... 18
    3.1 Revenue Growth Expectations in the Global Pharmaceutical Industry ............................................19
        3.1.1     Global pharmaceutical industry: revenue growth expectations by company type ................................... 21
        3.1.2     Global pharmaceutical industry: revenue growth expectations by region ................................................ 23
        3.1.3     Global pharmaceutical industry: revenue growth expectations by turnover ............................................. 25
        3.1.4     Global pharmaceutical industry: revenue growth expectations by senior level respondents ................... 26
        3.1.5     Global pharmaceutical industry: Revenue growth expectations-cross industry comparisons ................. 27
    3.2 Future Developments in Business Structure: Global Pharmaceutical Industry .................................28
        3.2.1     Global pharmaceutical industry: future developments by buyers ............................................................. 28
        3.2.2     Global pharmaceutical industry: future developments by suppliers ......................................................... 32
        3.2.3     Global pharmaceutical industry: future developments by region.............................................................. 33
        3.2.4     Global pharmaceutical industry: future developments by company turnover ........................................... 34
    3.3 M&A Activity Projections in the Global Pharmaceutical Industry ......................................................36
        3.3.1     M&A activity projections in the global pharmaceutical industry by buyers ............................................... 36
        3.3.2     M&A activity projections in the global pharmaceutical industry by suppliers ........................................... 40
        3.3.3     M&A activity projections in the global pharmaceutical industry by region ................................................ 42
        3.3.4     M&A activity projections in the global pharmaceutical industry by company turnover ............................. 43
        3.3.5     Global pharmaceutical industry: expansion abroad vs M&A activity projections ..................................... 44
    3.4 Capital Expenditure Forecast in the Global Pharmaceutical Industry...............................................45
        3.4.1     Capital expenditure forecast in the global pharmaceutical industry by buyers ........................................ 45
        3.4.2     Capital expenditure forecast in the global pharmaceutical industry by suppliers ..................................... 48
        3.4.3     Capital expenditure forecast in the global pharmaceutical industry by region ......................................... 50
        3.4.4     Capital expenditure forecast in the global pharmaceutical industry by company turnover ...................... 51
    3.5 Planned Change in Staff Recruitment Activity: Global Pharmaceutical Industry ..............................52
        3.5.1     Global pharmaceutical industry: planned change in staff recruitment activity by buyers ......................... 52
        3.5.2     Global pharmaceutical industry: planned change in staff recruitment activity by suppliers ..................... 53
        3.5.3     Global pharmaceutical industry: planned change in staff recruitment activity by region .......................... 55
        3.5.4     Global pharmaceutical industry: planned change in staff recruitment activity by company turnover ....... 56


Global Pharmaceutical Industry Survey 2012–2013: Market Trends, Marketing Spend and
                                                                                                                                                      Page 2
Sales Strategies in Global Pharmaceutical Industry

© ICD Research. This product is licensed and is not to be photocopied                                                                Published: March 2012
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4      Global Pharmaceutical Industry Market Growth Outlook ................................................ 57
    4.1 Global Pharmaceutical Industry: Demand in Emerging Markets ......................................................59
       4.1.1    Global pharmaceutical industry: demand in emerging markets by buyers ............................................... 59
       4.1.2    Global pharmaceutical industry: demand in emerging markets by suppliers ........................................... 63
       4.1.3    Global pharmaceutical industry: demand in emerging markets by region ............................................... 65
       4.1.4    Global pharmaceutical industry: demand in emerging markets by company turnover ............................ 66
    4.2 Global Pharmaceutical Industry: Growth Expectations in Developed Countries ..............................67
       4.2.1    Global pharmaceutical industry: growth expectations in developed countries by buyers ........................ 67
       4.2.2    Global pharmaceutical industry: growth expectations in developed countries by suppliers .................... 72
       4.2.3    Global pharmaceutical industry: growth expectations in developed countries by region ......................... 74
       4.2.4    Global pharmaceutical industry: growth expectations in developed countries by company turnover ...... 75
5      Threats and Opportunities for the Global Pharmaceutical Industry ............................... 76
    5.1 Global Pharmaceutical Industry: Leading Business Concerns for 2012–2013 .................................77
       5.1.1    Global pharmaceutical industry: leading business concerns for 2012–2013 by company type ............... 79
       5.1.2    Global pharmaceutical industry: leading business concerns for 2012–2013 by region ........................... 81
       5.1.3    Global pharmaceutical industry: leading business concerns for 2012–2013 by company turnover ........ 82
    5.2 Global Pharmaceutical Industry: Key Supplier Actions to Secure Buyer Business...........................83
       5.2.1    Global pharmaceutical industry: key actions to secure buyer business (buyer respondents) ................. 85
       5.2.2    Global pharmaceutical industry: key actions to secure buyer business by region ................................... 87
       5.2.3    Global pharmaceutical industry: key actions to secure buyer business by turnover ................................ 89
       5.2.4    Global pharmaceutical industry: key actions to secure buyer business by procurement budget ............. 91
       5.2.5    Global pharmaceutical industry: key actions to secure buyer business by purchasing decision authority92
6      Pharmaceutical Industry Supplier Marketing Spend Activity .......................................... 93
    6.1 Annual Marketing Budgets: Global Pharmaceutical Industry Suppliers ............................................94
       6.1.1    Annual marketing budgets by region: global pharmaceutical industry suppliers ...................................... 95
       6.1.2    Annual marketing budgets by company turnover: global pharmaceutical industry suppliers ................... 97
    6.2 Planned Change in Marketing Expenditure Levels: Global Pharmaceutical Industry Suppliers........98
       6.2.1    Planned change in marketing expenditure by region: global pharmaceutical industry suppliers ........... 100
       6.2.2    Planned change in marketing expenditure by turnover: global pharmaceutical industry suppliers ....... 101
       6.2.3    Planned change in marketing expenditure levels vs. revenue growth expectations (%), 2012 ............. 103
    6.3 Future Investment by Media Channel: Global Pharmaceutical Industry Suppliers .........................105
       6.3.1    Future investment by media channel by region: global pharmaceutical industry suppliers ................... 108
       6.3.2    Future investment by media channel by company turnover: global pharmaceutical industry suppliers 109
    6.4 Global Pharmaceutical Industry Suppliers‟ Future Investment in Marketing and Sales ..................110
       6.4.1    Investment in marketing and sales by region: global pharmaceutical industry suppliers ....................... 110
       6.4.2    Investment in marketing and sales by region: global pharmaceutical industry suppliers ....................... 112
       6.4.3    Investment in marketing and sales by turnover: global pharmaceutical industry suppliers ................... 113
7      Marketing and Sales Behaviors and Strategies in 2012-2013........................................ 115

Global Pharmaceutical Industry Survey 2012–2013: Market Trends, Marketing Spend and
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Sales Strategies in Global Pharmaceutical Industry

© ICD Research. This product is licensed and is not to be photocopied                                            Published: March 2012
 TABLE OF CONTENTS


    7.1 Key Marketing Aims for 2012–2013: Global Pharmaceutical Industry Suppliers ................
				
DOCUMENT INFO
Description: • This report is the result of an extensive survey drawn from ICD Research’s exclusive panel of leading pharmaceutical industry executives. The opinions and forward looking statements of 247 industry executives have been captured in our in-depth survey. • The research is based on primary survey research conducted by ICD Research accessing its B2B panels comprised of senior marketing decision makers and leading supplier organizations. • The geographical scope of the research is global - drawing on the activity and expectations of leading industry players across the Americas, Europe, Asia-Pacific and Africa and Middle East. • The report covers data and analysis on suppliers’ media budgets, marketing and sales strategies and business practices. • Key topics covered include phrmaceutical industry media spend activity, marketing and sales behaviors and strategies by suppliers, as well as threats and opportunities, economic outlook and business confidence. • In the report, buyers identify what suppliers need to do to maintain their business and the key actions being taken by industry players to overcome the leading business threats. • The report examines current practices and provides future expectations over the next 12–24 months. • The report provides qualitative analysis of the key industry threats and opportunities and contains full survey results.
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