Patient Empowerment: Consequences for Pharmaceutical Marketing and for the Patient–Physician Relationship - Innovation and Marketing in the Pharmaceutical Industry - page 439

Table 14.2 The 20 largest pharmaceutical companies by global sales

2010 R&D
expenditures
(USD millions)

Rx sales 2010
(USD billions) Ranking Company Headquarters

1 Pfizer New York, New York $58.50 $9,413

2 Novartis Basel, Switzerland $42.00 $7,100

3 Sanofi-Aventis Paris, France $40.30 $5,147

4 Merck Whitehouse Station,

New Jersey

$39.80 $11,000

5 Roche Basel, Switzerland $39.10 $8,612

6 GlaxoSmithKline Brentford, England $36.20 $6,126

7 AstraZeneca London, England $33.30 $4,200

8 Johnson & Johnson New Brunswick, New

Jersey

$22.40 $4,432

9 Eli Lilly Indianapolis, Indiana $21.10 $4,880

10 Abbott Abbott Park, Illinois $19.90 $3,724

11 Bristol-Myers Squibb New York, New York $19.50 $3,566

12 Teva Petach Tikva, Israel $16.10 $933

13 Amgen Thousand Oaks, California $14.70 $2,894

14 Bayer Leverkusen, Germany $14.50 $2,320

15 Takeda Osaka, Japan $14.20 $3,198

16 Boehringer Ingelheim Ingelheim, Germany $12.90 $3,056

17 Novo Nordisk Bagsvaerd, Norway $10.80 $1,709

18 Astellas Tokyo, Japan $10.50 $2,109

19 Daiichi Sankyo Tokyo, Japan $9.80 $2,124

20 Eisai Tokyo, Japan $8.40 $1,932

that top management has considered patient empowerment as a relevant phenome-
non (e.g., “patient empowerment,” “informed patient,” or “shared decision-making”)
or that indicate that the firm has invested or is considering investing in one of the
direct-to-patient channels which, as discussed in this chapter, signal that the firm
considers patient empowerment important for therapy launch or therapy promotion
(e.g., “social media,” “disease awareness campaign,” “patient support,” “holistic
healthcare,” “patient community,” or “patient adherence”). Given that different
firms have different policies regarding the size and content detail of their annual
reports, I normalized the keyword count by dividing it by the number of pages in
each report, reaching the following index of patient empowerment orientation
(IPEO):

PEO

N

it

IPEO = ×100

it

Pages

it

where N i PEO is the number of occurrences in the annual report of firm i at year t of
terms contained in the patient empowerment dictionary (see Appendix ), and Pages it
is the number of pages of the same annual report. The post-multiplication by 100
means that IPEO it measures the number of times terms related to patient