Pharma marketing investment in Brazil and China grows but declines in Russia

Both Brazil and China showed marked increases in pharmaceutical marketing investments for 2011, despite a decline of more than 3% in worldwide investments, according to Cegedim Strategic Data’s newly released 2011 audited channel spending figures for the emerging markets Brazil, Russia and China at constant local currency exchange rates compared to full year 2010.

Brazil, one of the fastest-growing emerging markets, had total investments of $4.4 billion, showing an increase of 8.4% compared to the previous year. China's total sales force and other marketing channel investments amounted to $1.4 billion, and showed the highest percentage increase among these emerging markets of 26.6%. In contrast, Russia saw a 7.7% decline in investments and had total investments of $205.4 million.

In these emerging markets, detailing notably dominates the marketing channel mix showing percentages significantly higher than the worldwide figure of 60% - Brazil 75%, China 81%, and Russia 85%.