Marketing Spending Models - Innovation and Marketing in the Pharmaceutical Industry - page 549

140

US $
millions

12.355

11.689

11.812

11.267

10.946

6.962

6.930

6.294

6.451

6.435

4.898

4.907

4.429 4.337

4.251

2005 2006 2007 2008 2009

Total spend*
Sales Rep details

Direct-to-consumer adver sing

Fig. 19.1 US marketing spend by type, 2005-2009

Finally, the penetration of the Internet and other new digital media challenges the
traditional communication model of pharmaceutical firms. Findings from the “Taking
the Pulse ® Europe” survey of physician's Internet behavior (Manhattan Research
2008 ) suggest that the Internet is becoming an increasingly relevant channel to mul-
tiply physician touch points. Across the major European countries, 95 % of physi-
cians indicated that they use the Internet for professional purposes. 91 % agreed that
the “Internet improves [their] clinical capabilities” and 84 % stated that the “Internet
is essential to [their] professional practice.” At least 49 % confirmed that they “fre-
quently change [their] prescribing behavior as a result of information about products
or treatment option [they] retrieved online.” Pharmaceutical firms seem to respond to
this development with basic E-strategies having similar tools and functionalities.
However, there is an increasing level of experimentation with more elaborate
E-marketing concepts, e.g., the use of third-party platforms as for Boehringer
Ingelheim's Asasantin or the use of user-generated content as in Hospira's key opin-
ion leader communities. Boeringer Ingelheim collaborated with Doctors.net.uk to
promote its antithrombotic agent Asasantin. Doctors.net.uk developed a multiwave
e-marketing campaign consisting of product, environmental, and educational infor-
mation that was targeted at U.K.-based general practitioners, cardiologists, and