Global Pharmaceutical Industry Research Report to 2014 - Market Trends, Marketing Spend and Sales Strategies

ICD Research’s industry survey reveals that, overall, the marketing budgets of global pharmaceutical industry suppliers’ are expected to increase by 8% in 2013, while the increase in budgets was 6% in 2012, 7.7% in 2011, and 3.9% in 2010. As the average marketing budget among respondents is projected at US$2.6 million2, the average budget increase among respondents is expected to be US$208,000. Survey results show that 75% of respondents expect at least some increase in their marketing budget, while 13% of respondents project ‘no change’ in their marketing budget. Factors such as new product launches, a rise in R&D expenditure, business expansion to new markets, and to build brand awareness are some of the major reasons for this expected increase.

A comparison of global marketing budgets by operating region shows that global pharmaceutical industry supplier respondents from companies in Asia-Pacific have the highest average budget, of US$6.5 million, in 2013. They are followed by respondents from companies that primarily operate in North America, with an average budget of US$3.4 million, and respondents from companies that primarily operate in Europe, with an average budget of US$700,000. Finally, respondents from companies that primarily operate in the Rest of the World region expect the lowest average marketing budget of US$300,000.

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A comparison of global marketing budgets by company turnover shows that, in 2013, pharmaceutical industry supplier respondents from large companies have an average marketing budget of US$11.4 million available to them. Respondents from medium-sized companies have an average marketing budget of US$1.2 million, whereas respondents from small companies have an average marketing budget of US$400,000 in 2013.

While 97% of respondents from small companies have marketing budgets of less than US$250,000, 25% and 27% of respondents from medium-sized and large companies, respectively, have marketing budgets between US$250,000–US$1 million to spend in 2013.

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