{"id":6457,"date":"2012-03-14T18:17:00","date_gmt":"2012-03-14T18:17:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/china-enjoys-burst-of-pharma-marketing\/"},"modified":"2019-02-21T01:19:51","modified_gmt":"2019-02-21T01:19:51","slug":"china-enjoys-burst-of-pharma-marketing","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/china-enjoys-burst-of-pharma-marketing\/","title":{"rendered":"China Enjoys a Burst of Pharma Marketing Spending While U.S. &#038; Japan See a Decrease"},"content":{"rendered":"<p>Cegedim Strategic Data (CSD) reports a decline of 3.4% in worldwide audited pharmaceutical marketing investments for 2011 (see &#8220;<a href=\"http:\/\/www.forums.pharma-mkting.com\/showthread.php?t=74062\">Pharma Marketing Global Spend Dipped 3.4% in 2011<\/a>&#8220;). In China, however, pharma spending on sales rep detailing physicians increased by 23% in 2011 compared to 2010. That activity represents about 81% of the total pharma marketing spend in China compared to 60% globally.<\/p>\n<p>&#8220;This is typical of emerging markets,&#8221; noted Christopher Wooden Vice President for CSD Global Promotion Audits.<\/p>\n<p>Another type of marketing spend that is &#8220;typical&#8221; for emerging markets is meetings where physicians are invited to listen to key opinion leaders or specific promotions. In China, meeting spending was up 43% in 2011 vs. 2010. That represents 17% of the total marketing spend in China. Sampling, on the other hand, represents only 1% of the marketing spend, whereas in in the U.S. 21% of pharma&#8217;s marketing spend is on samples. Note that CSD costs samples according to Average Wholesaler Cost rather than retail value.<\/p>\n<p>Japan, on the other hand, saw a &#8220;surge&#8221; in pharma marketing spend in 2010 over 2009, but there was a &#8220;pull back&#8221; in 2011 with a 12.5% drop overall. Detailing was down 12% and spending on meetings, which accounts for almost 30% of the marketing mix, was down 11% to $7.4 Bn.<\/p>\n<p>Using my math, that means that total pharma marketing spend in Japan in 2011 was about $24.7 Bn (7.4\/.3) compared to $29.2 Bn in the US.<\/p>\n<p>In the U.S., pharma marketing spend was down by about 4% overall, with detailing dipping 6% in 2011 compared to 2010 (see &#8220;<a href=\"http:\/\/www.forums.pharma-mkting.com\/showthread.php?p=77319#post77319\">2011 U.S. Pharma Company Promotion Spending&#8221; and chart below).<\/a><\/p>\n<div class=\"separator\" style=\"clear: both; text-align: center;\">\n<a href=\"http:\/\/3.bp.blogspot.com\/-qMIn-Ct85K0\/T2DgL8rRTBI\/AAAAAAAADs8\/aTC9qknrZvg\/s1600\/US_PromoSpend_2011v2010.jpg\" imageanchor=\"1\" style=\"margin-left: 1em; margin-right: 1em;\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" height=\"342\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2012\/03\/US_PromoSpend_2011v2010.jpg\" width=\"640\" \/><\/a><\/div>\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Cegedim Strategic Data (CSD) reports a decline of 3.4% in worldwide audited pharmaceutical marketing investments for 2011 (see &#8220;Pharma Marketing Global Spend Dipped 3.4% in 2011&#8220;). In China, however, pharma spending on sales rep detailing physicians increased by 23% in 2011 compared to 2010. That activity represents about 81% of the total pharma marketing spend [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":10621,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12],"tags":[715,254,101],"topic":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>China Enjoys a Burst of Pharma Marketing Spending While U.S. &amp; Japan See a Decrease - Pharma Marketing Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/china-enjoys-burst-of-pharma-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"China Enjoys a Burst of Pharma Marketing Spending While U.S. &amp; Japan See a Decrease - Pharma Marketing Network\" \/>\n<meta property=\"og:description\" content=\"Cegedim Strategic Data (CSD) reports a decline of 3.4% in worldwide audited pharmaceutical marketing investments for 2011 (see &#8220;Pharma Marketing Global Spend Dipped 3.4% in 2011&#8220;). In China, however, pharma spending on sales rep detailing physicians increased by 23% in 2011 compared to 2010. That activity represents about 81% of the total pharma marketing spend [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/china-enjoys-burst-of-pharma-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Pharma Marketing Network\" \/>\n<meta property=\"article:published_time\" content=\"2012-03-14T18:17:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-02-21T01:19:51+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2012\/03\/US_PromoSpend_2011v2010.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"640\" \/>\n\t<meta property=\"og:image:height\" content=\"343\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Pharma Guy\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Pharma Guy\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/china-enjoys-burst-of-pharma-marketing\/\",\"url\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/china-enjoys-burst-of-pharma-marketing\/\",\"name\":\"China Enjoys a Burst of Pharma Marketing Spending While U.S. & Japan See a Decrease - Pharma Marketing Network\",\"isPartOf\":{\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#website\"},\"datePublished\":\"2012-03-14T18:17:00+00:00\",\"dateModified\":\"2019-02-21T01:19:51+00:00\",\"author\":{\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#\/schema\/person\/763fc249c59c91ce203db612d81a75a1\"},\"breadcrumb\":{\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/china-enjoys-burst-of-pharma-marketing\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/china-enjoys-burst-of-pharma-marketing\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/china-enjoys-burst-of-pharma-marketing\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"China Enjoys a Burst of Pharma Marketing Spending While U.S. &#038; 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