{"id":6212,"date":"2013-04-18T14:29:00","date_gmt":"2013-04-18T14:29:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/us-e-detailing-spending-up-74-in-2012\/"},"modified":"2019-02-21T01:17:30","modified_gmt":"2019-02-21T01:17:30","slug":"us-e-detailing-spending-up-74-in-2012","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/us-e-detailing-spending-up-74-in-2012\/","title":{"rendered":"U.S. e-Detailing Spending Up 74% in 2012. Yet Pharma Still NOT “Digitally Mature.”"},"content":{"rendered":"

According to the latest Promotion Audit by Cegedim Strategic Data (CSD), the U.S. pharmaceutical industry increased its professional digital marketing spending by 65% from $534 million in 2011 to $879 million in 2012. For the top 5 EU markets, the trend is much less dramatic: a 39% increase from $65 million to $90 million. (see charts below and this press release<\/a>):<\/p>\n

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\nObviously, despite digital pharma being “alive and well” in the EU (e.g., see here<\/a>), the total pharma digital marketing spend in the EU is only a fraction — about 10% — of the spend in the U.S. I’m not sure if non-digital spending in EU is also 10% of what it is in the U.S. <\/p>\n

According to CSD, the pharma industry spends about $17 billion on physician promotion: $15 billion on detailing and $2 billion on meetings (see here<\/a>). I assume these numbers include digital. Digital is only 879\/17000 = 0.0517 (5.2%) of that. This means that the U.S. pharma industry, which spends nearly $1 billion on professional digital marketing, has a long way to go before it reaches “digital maturity” on a par with other industries. I estimate that “par” to be 20%.<\/p>\n

“Digitally Mature” or not, this shift to digital detailing must be part of the reason for the 10% to 12% sales force reductions in the US and EU Top Five countries. For more on that see: “Pharma Sales Jobs Take A(nother) Tumble! Digital’s Slow But Relentless Impact<\/a>.”<\/p>\n

Speaking of “digital maturity,” Capgemini\/MIT Sloan Center for Digital Business categorize 33% of global pharmaceutical companies as “Beginners” — i.e., they “do very little with advanced digital capabilities, although they may be mature with more traditional applications” (see chart below).<\/p>\n

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\nBy this qualitative measure, however, pharma is about on a par with the packaged goods industry, which is much more of a “Digirati” — “truly understand how to drive value with digital transformation” — than is pharma. “Fashionistas,” BTW, are companies that have “implemented or experimented with many sexy digital applications.” I’m not sure what “sexy” means to the people at MIT, but I can’t say that I’ve seen many “sexy” pharma digital applications, unless you count Pfizer’s “Facebook Fiasco: Chapstick Slapstick Ad Uses Woman’s Ass as a Prop<\/a>.”<\/p>\n

I’ll stick to my quantitative measure of “digital maturity,” thank you very much.<\/p>\n

The pharma industry often blames FDA regulations for its lack of “digital maturity.” I’ll buy that when it comes to the patient\/consumer side of the business (see “Lack of FDA Clarity Regarding Internet Rules Leads to Greater Pattern of Enforcement Against Digital Pharma Promotion<\/a>“), but, IMHO, it lacks credence for the professional marketing side. I haven’t seen, for example, any NOV letters regarding e-Detailing, e-Meetings, or e-Mailings. <\/p>\n","protected":false},"excerpt":{"rendered":"

According to the latest Promotion Audit by Cegedim Strategic Data (CSD), the U.S. pharmaceutical industry increased its professional digital marketing spending by 65% from $534 million in 2011 to $879 million in 2012. For the top 5 EU markets, the trend is much less dramatic: a 39% increase from $65 million to $90 million. (see […]<\/p>\n","protected":false},"author":2,"featured_media":11161,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12],"tags":[253,473,527,101],"topic":[],"acf":[],"yoast_head":"\nU.S. e-Detailing Spending Up 74% in 2012. 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