Global pharma marketing investments down 3% for 2011, Cegedim finds

Worldwide investment on sales force and other marketing channels was down 3.4% to just over $92 billion at constant local currency exchange rates compared to full year 2010, according to a new audit from pharma services company Cegedim Strategic Data (CSD).

Growth in China, Latin America and other emerging markets was offset by cuts in sales and marketing in the USA, Japan, and major European markets, the study found.

Spending on sales force activity alone fell by nearly 5% worldwide to $55.8 billion mainly due to cuts in the USA and Japan. Detailing now represents just over 60% of global marketing investments. Use of meetings and events was also down worldwide (-4%) with use of this channel in Japan dropping by 11%. In China however spend on meetings and events jumped by over 40%.