Detailing: This marketing approach refers to face-to-face promotional activities directed toward physicians and pharmacy directors. Educational and Promotional Meetings: Sales representatives invite doctors to meetings during which industry-paid physicians discuss the use of particular drugs. Promotional Mailings: Pharmaceutical companies send unsolicited promotional materials to most doctors' offices. Journal and Web Advertisements: These advertisements are standard promotional techniques that provide an important source of revenue for medical journals. Direct-to-Consumer Advertising: In 1997, FDA issued guidance that enabled pharmaceutical companies to more easily advertise to the public. The United States and New Zealand are the only member countries of the Organization for Economic Cooperation and Development in which drug companies can advertise prescription drugs directly to consumers. Grants to Health Advocacy Organizations (HAO): Patient advocates can mobilize large numbers of people on behalf of a specific issue, often to the benefit of drug companies that manufacture treatments for their diseases.
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Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. The pharmaceutical industry consists of companies involved in the research, development and marketing of drugs and biologics. The pharmaceutical market was driven by a rise in healthcare spending and high growth in both emerging markets and the biologics segment. Novartis was the pharmaceutical market leader in 2013 (thanks to a state-of-the-art drug discovery and development department) with revenues of $51 billion and a market share of 5%. The top ten players are forecast to collectively lose share from 35% in 2013 to 30% in 2017, according to IMS. Pharmaceutical industry trends show that the global market is set to show steady growth in the next five years at a CAGR of 4-5%. The differing nature of the policies means pharmaceutical companies must adapt their marketing strategies for each region or country.
Improving healthcare provision, increased incidence of chronic diseases, the appearance of safer drug delivery systems and medical tourism are driving pharmaceutical markets in emerging markets. Key companies of the drug and medication industry should target life-saving drugs because the high prices and increasing adoption of these drugs are expected to provide sustained revenue streams in the future. Competitors should look to consolidation as a means to improve their product portfolios, share risks and retain their competitive edge.
ReportLinker simplifies how Analysts and Decision Makers get industry data for their business. Typically, these brochures tout a drug's benefits and positively describe the results of recent clinical trials, which are often funded by the same company. Pew applies a rigorous, analytical approach to improve public policy, inform the public and invigorate civic life.

In 2013, cancer was the largest segment, accounting for 7% ($67 billion) of the global industry.
Increase in spending in these countries will be driven by rising incidence of disease, favorable government policies and improving healthcare infrastructure (and the multiplication of drug stores and pharmacies in large cities.
Patent expiries over the next few years will eat into the revenues of most companies during this period. China has increased its healthcare spending to $116 billion as part of its latest 12 year plan. For example, Gleevec, Novartis’ key revenue driver, can cost $90,000 annually per patient. Companies arepreferring to obtain new drugs, drug pipelines and licenses via acquisition rather than investing in a lengthy and risky research process.
Detailing also includes taking doctors out for meals and giving them gifts in the form of medical textbooks. The eight companies were the only ones to have provided a full year's worth of data that could be analyzed.
This was closely followed by the pain and diabetes segments with shares of 6% and 5% respectively, according to IMS.
India has created a $5 billion policy aimed at providing health services to government hospitals and clinics, especially in the rural areas.
Pfizer was close behind Novartis with a 4% shareof the global market according to IMS.

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