Supplier Marketing Spend Activity, Marketing and Sales Behaviors and Strategies in the Medical Devices Industry - 2012–2013 : Survey Intelligence by ICDResearch

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									                                Medical Devices
                                      Survey Intelligence




Supplier Marketing Spend Activity,
Marketing and Sales Behaviors and
Strategies in the Medical Devices
Industry - 2012–2013: Survey
Intelligence
Reference code: SR068SI
Published: June 2012

ICD Research

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7 Carmelite Street
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 ........................................................................................................................... 6
    1.1 What is This Report About? ............................................................................................................. 6
    1.2 Definitions ........................................................................................................................................ 6
    1.3 Methodology .................................................................................................................................... 7
    1.4 Profile of Survey Respondents: Global Medical Devices Industry ..................................................... 9
        1.4.1     Profile of buyer respondents ....................................................................................................................... 9
        1.4.2     Profile of supplier respondents ................................................................................................................. 10
2      Executive Summary ............................................................................................................ 12
3      Global Medical Devices Industry Suppliers’ Marketing Expenditure Activity ................ 15
    3.1 Annual Marketing Budgets: Global Medical Devices Industry Suppliers ..........................................16
        3.1.1     Annual marketing budgets by suppliers .................................................................................................... 16
        3.1.2     Annual marketing budgets by region ........................................................................................................ 17
        3.1.3     Annual marketing budgets by turnover ..................................................................................................... 19
    3.2 Global Medical Devices Industry: Planned Change in Marketing Expenditure Levels ......................20
        3.2.1     Planned change in marketing expenditure levels by suppliers ................................................................ 20
        3.2.2     Planned change in marketing expenditure levels by region ..................................................................... 22
        3.2.3     Planned change in marketing expenditure levels by company turnover .................................................. 24
        3.2.4     Planned change in marketing expenditure levels vs. revenue growth expectations ................................ 25
    3.3 Global Medical Devices Industry: Future Investment in Media Channels .........................................27
        3.3.1     Future investment in media channels by suppliers .................................................................................. 27
        3.3.2     Future investment in media channels by region ....................................................................................... 30
        3.3.3     Future investment in media channels by company turnover .................................................................... 31
    3.4 Global Medical Devices Industry Suppliers Future Investment in Marketing and Sales ...................32
        3.4.1     Planned investment in marketing and sales technologies by suppliers ................................................... 32
        3.4.2     Planned investment in marketing and sales technologies by region ........................................................ 35
        3.4.3     Planned investment in marketing and sales technologies by turnover .................................................... 37
4      Global Medical Devices Industry 2012: Marketing, Sales Behaviors and Strategies .... 39
    4.1 Global Medical Devices Industry 2012: Key Marketing Aims of Suppliers .......................................40
        4.1.1     Key marketing aims of suppliers by region ............................................................................................... 42
        4.1.2     Key marketing aims of suppliers by company turnover ............................................................................ 43
        4.1.3     Key marketing aims of suppliers by revenue growth expectations .......................................................... 44
    4.2 Global Medical Devices Industry: Essential Amendments to Marketing Activities in 2012–2013......45
        4.2.1     Amendments to marketing activities by suppliers .................................................................................... 45
        4.2.2     Amendments to marketing activities by region ......................................................................................... 47
        4.2.3     Amendments to marketing activities by company turnover ...................................................................... 49
    4.3 Global Medical Devices Industry: Use of New Media for Business Prospects .................................51

Supplier Marketing Spend Activity, Marketing and Sales Behaviors and Strategies in the
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Medical Devices Industry - 2012–2013 : Survey Intelligence

© ICD Research. This product is licensed and is not to be photocopied                                                                         Published: June 2012
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        4.3.1     Use of new media by suppliers ................................................................................................................. 51
        4.3.2     Use of new media by region ..................................................................................................................... 53
        4.3.3     Use of new media by company turnover .................................................................................................. 54
    4.4 Global Medical Devices Industry: Critical Factors for Choosing a Marketing Agency .......................56
        4.4.1     Critical factors for choosing a marketing agency by region ...................................................................... 57
        4.4.2     Critical factors for choosing a marketing agency by turnover ................................................................... 59
5      Appendix .............................................................................................................................. 61
    5.1 Global Medical Devices Full Survey Results ...................................................................................61
    5.2 Methodology ...................................................................................................................................79
    5.3 Contact us .......................................................................................................................................79
    5.4 About ICD Research .......................................................................................................................79
    5.5 Disclaimer .......................................................................................................................................79




Supplier Marketing Spend Activity, Marketing and Sales Behaviors and Strategies in the
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Medical Devices Industry - 2012–2013 : Survey Intelligence

© ICD Research. This product is licensed and is not to be photocopied                                                                       Published: June 2012
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LIST OF FIGURES

Figure 1: Annual Marketing Budgets in the Global Medical Devices Industry: Suppliers (%), 2010–2012............................................................ 17
Figure 2: Annual Marketing Budgets in the Global Medical Devices Industry by Region (%), 2012 ..................................................................... 18
Figure 3: Annual Marketing Budgets in the Global Medical Devices Industry by Turnover (%), 2012 .................................................................. 19
Figure 4: Change in Marketing Expenditure: Global Medical Devices Industry Suppliers (%), 2010–2012 .......................................................... 21
Figure 5: Global Medical Devices Industry: Change in Marketing Expenditure Levels by Region (%), 2012 ........................................................ 23
Figure 6: Global Medical Devices Industry: Change in Marketing Expenditure by Turnover (%), 2012 ................................................................ 24
Figure 7: Change in Marketing Expenditure Levels by Revenue Growth Expectations (%), 2012 ......................................................................... 25
Figure 8: Future Investment in Media Channels: Global Medical Devices Industry Suppliers, 2012 .................................................................... 29
Figure 9: Global Medical Devices Industry: Future Investment in Media Channels by Region, 2012 ................................................................... 30
Figure 10: Global Medical Devices Industry: Future Investment in Media Channels by Turnover, 2012 .............................................................. 31
Figure 11: Global Medical Devices Industry Suppliers: Planned Investment in Marketing and Sales, 2012 ......................................................... 34
Figure 12: Global Medical Devices Industry Suppliers: Planned Investment in Marketing by Region (%), 2012 .................................................. 36
Figure 13: Global Medical Devices Industry Suppliers: Planned Investment in Marketing by Turnover (%), 2012 ............................................... 38
Figure 14: Key Marketing Aims: Global Medical Devices Industry Suppliers (%), 2012 ....................................................................................... 41
Figure 15: Global Medical Devices Industry Suppliers: Key Marketing Aims by Region (%), 2012 ...................................................................... 42
Figure 16: Global Medical Devices Industry Suppliers: Key Marketing Aims by Turnover (%), 2012 ................................................................... 43
Figure 17: Global Medical Devices Industry Suppliers: Key Marketing Aims by Revenue Growth (%), 2012 ....................................................... 44
Figure 18: Amendments to Marketing Activities: Global Medical Devices Industry Suppliers (%), 2012 .............................................................. 46
Figure 19: Global Medical Devices Industry Suppliers: Amendments to Marketing Activities by Region (%), 2012 .............................................. 48
Figure 20: Global Medical Devices Industry Suppliers: Amendments to Marketing Activities by Turnover (%), 2012 ........................................... 50
Figure 21: Use of New Media by Global Medical Devices Industry Suppliers (%), 2012 ...................................................................................... 52
Figure 22: Global Medical Devices Industry Suppliers: Use of New Media by Turnover (%), 2012 ...................................................................... 55
Figure 23: Critical Factors for Choosing a Marketing Agency: Global Medical Devices Industry Suppliers (%), 2012 .......................................... 57
Figure 24: Critical Factors for Choosing a Marketing Agency by Region (%), 2012 ............................................................................................. 58
Figure 25: Critical Factors for Choosing a Marketing Agency by Company Turnover (%), 2012 .......................................................................... 60




Supplier Marketing Spend Activity, Marketing and Sales Behaviors and Strategies in the
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Medical Devices Industry - 2012–2013 : Survey Intelligence

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



LIST OF TABLES

Table 1: Total Global Medical Devices Industry Survey Respondents by Company Type, 2012 ........................................................................... 9
Table 2: Global Medical Devices Industry Buyer Respondents by Job Role (%), 2012 ......................................................................................... 9
Table 3: Global Medical Devices Industry Buyer Respondents by Global Company Turnover (%), 2012 ............................................................ 10
Table 4: Global Medical Devices Industry Buyer Respondents by Region (%), 2012 .......................................................................................... 10
Table 5: Global Medical Devices Industry Supplier Respondents by Job Role (%), 2012 .................................................................................... 11
Table 6: Global Medical Devices Industry Supplier Respondents by Global Turnover (%), 2012 ........................................................................ 11
Table 7: Global Medical Devices Industry Supplier Respondents by Region (%), 2012 ...................................................................................... 11
Table 8: Annual Marketing Budgets in the Global Medical Devices Industry: Suppliers (%), 2010–2012 ............................................................. 17
Table 9: Annual Marketing Budgets in the Global Medical Devices Industry by Region (%), 2012 ...................................................................... 18
Table 10: Annual Marketing Budgets in the Global Medical Devices Industry by Turnover (%), 2012 ................................................................. 19
Table 11: Change in Marketing Expenditure: Global Medical Devices Industry Suppliers (%), 2010–2012 ............................................................ 21
Table 12: Global Medical Devices Industry: Change in Marketing Expenditure Levels by Region (%), 2012 ....................................................... 22
Table 13: Global Medical Devices Industry: Change in Marketing Expenditure by Turnover (%), 2012 ............................................................... 24
Table 14: Net Change in Planned Marketing Expenditure: All Industries (%), 2012............................................................................................. 26
Table 15: Future Investment in Media Channels: Global Medical Devices Industry Suppliers, 2012 ................................................................... 28
Table 16: Global Medical Devices Industry Suppliers: Planned Investment in Marketing and Sales, 2012 .......................................................... 33
Table 17: Global Medical Devices Industry Suppliers: Planned Investment in Marketing by Region (%), 2012 ................................................... 35
Table 18: Global Medical Devices Industry Suppliers: Planned Investment in Marketing by Turnover (%), 2012 ................................................ 37
Table 19: Key Marketing Aims: Global Medical Devices Industry Suppliers (%), 2012 ........................................................................................ 40
Table 20: Amendments to Marketing Activities: Global Medical Devices Industry Suppliers (%), 2012 ............................................................... 46
Table 21: Global Medical Devices Industry Suppliers: Amendments to Marketing Activities by Region (%), 2012 ............................................... 47
Table 22: Global Medical Devices Industry Suppliers: Amendments to Marketing Activities by Turnover (%), 2012 ............................................ 49
Table 23: Use of New Media by Global Medical Devices Industry Suppliers (%), 2012 ....................................................................................... 52
Table 24: Global Medical Devices Industry Suppliers: Use of New Media by Region (%), 2012 .......................................................................... 53
Table 25: Global Medical Devices Industry Suppliers: Use of New Media by Turnover (%), 2012 ....................................................................... 54
Table 26: Critical Factors for Choosing a Marketing Agency: Glo
								
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