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The Promotional Landscape in US and Europe: Benchmarking Promotional ROI and Optimizing Detailing and Journal Spend
Business Insights, Nov 2008, Pages: 102
The promotional landscape in the US and Europe Executive summary 10
Promotional spend and return on investment 10
Product-level promotional benchmarks 10
The promotional landscape by company 11
Promotional strategies for new product launches 12
Promotional strategies for mature products 13
Chapter 1 Promotional spend and return on investment 16
Summary 16
Introduction 17
The importance of promotion in the pharmaceutical industry 17
Promotional sales channels 19
Promotional channels 19
Sales channels 20
Promo spend as a proportion of sales 21
Promotional return on investment 25
Regression 26
Are all promotional activities alike? 26
Are returns on promotion linear, increasing or decreasing? 27
Are returns similar for all drug categories? 27
Relative insights 30
Chapter 2 Product-level promotional benchmarks 32
Summary 32
Introduction 33
Leading products 33
Product-level characteristics 35
Therapeutic category 36
Relative innovation 36
Price level 36
Lifecycle stage 36
Therapeutic category 37
Promo spend 37
Return on investment 39
Relative innovation 40
Promo spend 41
Return on investment 42
Price level 44
Promo spend 44
Return on investment 46
Lifecycle stage 47
Promo spend 47
Return on investment 51
Chapter 3 The promotional landscape by company 54
Summary 54
Introduction 55
Leading companies 55
US 55
EU5 57
Pfizer 59
GlaxoSmithKline 61
AstraZeneca 63
Johnson & Johnson 65
Merck & Co 67
Chapter 4 Promotional strategies for new product launches 70
Summary 70
Introduction 71
New product category: Gardasil 71
US 71
Germany 73
New drug class: Januvia 74
US 74
Germany 76
Redefining a market: Chantix/Champix 77
US 77
Germany 78
Second-generation product: Yaz/Yasminelle 80
US 80
Germany 81
Chapter 5 Promotional strategies for mature products 84
Summary 84
Introduction 85
Patent expiry: Zoloft 85
US 85
Germany 87
Reformulation: Stilnox/Ambien 88
US 88
Germany 89
Line extension: Fosamax Plus D 91
US 91
Germany 92
Fixed dose combination: Zocor/Vytorin 94
US 94
Germany 95
Chapter 6 Appendix 98
Research sources 98
Sample size and coverage 99
US 99
France 100
Germany 101
Italy 101
Spain 101
UK 101
List of Figures
Figure 1.1: Retail sales and promotional spend in the US and EU5, 2005-07 21
Figure 1.2: Promotional spend as a proportion of retail sales in the US and EU5, 2005-07 23
Figure 1.3: Promoted retail sales and promotional spend in the US and EU5, 2005-07 24
Figure 1.4: Promotional spend as a proportion of promoted retail sales in the US and EU5, 2005- 07 25
Figure 1.5: Return on investment for promotional spend on branded retail sales in the US and EU5, 2007 28
Figure 1.6: Return on investment for promotional spend on promoted retail sales in the US and EU5, 2005-07 29
Figure 2.7: US promotional spend as a proportion of promoted retail sales across leading therapeutic categories, 2007 38
Figure 2.8: EU5 promotional spend as a proportion of promoted retail sales across leading therapeutic categories, 2007 39
Figure 2.9: Return on investment for detailing spend on promoted retail sales across leading therapeutic categories, 2007 40
Figure 2.10: US promotional spend as a proportion of promoted retail sales by relative innovation, 2007 41
Figure 2.11: EU5 promotional spend as a proportion of promoted retail sales by relative innovation, 2007 42
Figure 2.12: Return on investment for detailing spend on promoted retail sales by relative innovation, 2007 43
Figure 2.13: US promotional spend as a proportion of promoted retail sales by price level, 2007 44
Figure 2.14: EU5 promotional spend as a proportion of promoted retail sales by price level, 2007 45
Figure 2.15: Return on investment for detailing spend on promoted retail sales by price level, 2007 46
Figure 2.16: US promotional spend as a proportion of promoted retail sales by lifecycle stage, 2007 48
Figure 2.17: EU5 promotional spend as a proportion of promoted retail sales by lifecycle stage, 2007 49
Figure 2.18: US average retail sales, detailing and journal spend by lifecycle stage, 2007 50
Figure 2.19: Return on investment for detailing spend on promoted retail sales by lifecycle stage, 2007 51
Figure 3.20: US promoted retail sales and promotional spend as a proportion of sales by leading company, 2007 56
Figure 3.21: US promotional spend as a proportion of promoted retail sales by leading company, 2007 57
Figure 3.22: EU5 promoted retail sales and promotional spend as a proportion of sales by leading company, 2007 58
Figure 3.23: EU5 promotional spend as a proportion of promoted retail sales by leading company, 2007 59
Figure 3.24: Distribution of retail sales and promotional spend as a proportion of sales at Pfizer, 2007 60
Figure 3.25: Distribution of retail sales and promotional spend as a proportion of sales at GlaxoSmithKline, 2007 62
Figure 3.26: Distribution of retail sales and promotional spend as a proportion of sales at AstraZeneca, 2007 64
Figure 3.27: Distribution of retail sales and promotional spend as a proportion of sales at Johnson & Johnson, 2007 66
Figure 3.28: Distribution of retail sales and promotional spend as a proportion of sales at Merck & Co, 2007 68
Figure 4.29: US retail market share and share of voice for Gardasil, 2006-07 72
Figure 4.30: German retail market share and share of voice for Gardasil, 2006-07 73
Figure 4.31: US retail market share and share of voice for Januvia and Janumet, 2006-07 75
Figure 4.32: German retail market share and share of voice for Januvia, 2007 76
Figure 4.33: US retail market share and share of voice for Chantix, 2006-07 78
Figure 4.34: German retail market share and share of voice for Champix, 2006-07 79
Figure 4.35: US retail market share and share of voice for Yasmin and Yaz, 2005-07 81
Figure 4.36: German retail market share and share of voice for Yasmin and Yasminelle, 2005-07 82
Figure 5.37: US retail market share and share of voice for Zoloft, 2005-07 86
Figure 5.38: German retail market share and share of voice for Zoloft, 2005-07 87
Figure 5.39: US retail market share and share of voice for Stilnox/Ambien, 2005-07 89
Figure 5.40: German retail market share and share of voice for Stilnox/Ambien, 2005-07 90
Figure 5.41: US retail market share and share of voice for Fosamax and Fosamax Plus D, 2005-07 92
Figure 5.42: German retail market share and share of voice for Fosamax and Fosamax Plus D, 2005-07 93
Figure 5.43: US retail market share and share of voice for Zocor and Vytorin, 2005-07 95
Figure 5.44: German retail market share and share of voice for Zocor and Vytorin, 2005-07 96
List of Tables
Table 2.1: Leading pharmaceutical products by US retail promotional spend, 2007 34
Table 2.2: Leading pharmaceutical products by EU5 retail promotional spend, 2007 35
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