Digitant.co Industry Insights: Check out global pharma & drug industry insights. Digital marketing in pharma and drug industry.

1. IndustryInsights
Pharma & Drug Industry

2.  Global Pharma &Drug industry is worth of US$ 300 billion
per year.
 Pharma & Drug industry is expected to be US$ 900 billion
within 2016.
 Pharma & Drug Industry revenue is expected to be US$ 36
billion, growing at an annual rate of 18.2%( India).
 Health Care Industry is expected to be US$ 100 billion in
2015 in India.
 With 5.7% market share in pharma & drug industry, India
ranks 4th nation among Asia – Pacific.
Pharma & Drug Industry- Global & India
Status of the
industry
Global pharma is
going to explode
with a growth
rate of 34%
annually

3. Strengths Weaknesses
 Global market reach for drugs industry.
 Rapid innovations in product design and
development.
 Need for quality drugs globally.
 Strong regulations ensuring quality
 Individual attitude towards their health
care
 Stringent regulations affecting the
profitability of pharma companies.
 High Infrastructure cost & maintenance
cost.
 Competitions from unorganized players
and duplicated drugs.
 Low R&D investments in pharma when
compare to other R & D areas.
Opportunities Threats
 Global demand for generics drugs .
 Need for qualified drugs among globe.
 Large demand for quality diagnostic
services and drugs.
 Individual income levels and their
positive attitude towards spending on
healthcare.
 Wage inflation for production of drugs.
 Price fluctuations via Government
expansion of the umbrella of Drugs
Price Control Order (DPCO).
 Competitive environment from
developing countries
 Side effects of drugs & high law suits
SWOT Analysis of Pharma & Drug Industry

4.  International Conference on Harmonization (ICH)
 United Nations Health Care Organization (UNHCO)
 World Health Organization (WHO)
 World Trade Organization (WTO).
 Local Government laws and regulations.
List of Regulatory Bodies
Regulations in
Pharma
Promotional
regulations
control spends in
Pharma industry

5.  Promotional of drugs should not make misleading claims.
 Misleading by distortion (Wrong info about product
usage.)
 Misleading by exaggeration of product performance
 Not to use words like “safe” & “No side effects” in
product messaging
 A must note about cautions to take about the usage of the
product.
 Promotional activates should not disguise, it must clearly
indicate all related information
 Active Pharmaceutical Ingredients (APIs) type medicines
are not eligible for promotions.
Code of Conduct for Marketing of pharma
products
Code of conduct
for marketing
A breach of code
of conduct is
seviarly treated
including ban of
product

6.  The identity (logo) of the pharmaceutical company and
intended audience should be clearly stated.
 The content should be appropriate for the intended
audience.
 The presentation (content, links, etc.) should be
appropriate and apparent to the intended audience.
 Country specific information should comply with local
laws and other acts.
No regulations:
 Promotion of prescription drug to consumers (DTC {direct
to consumer}Advertising).
 Promotion of self medication products (OTC medication).
Code of Conduct for Marketing of pharma
products – Contd.
Marketing
guidelines
A breach of code
of conduct is
sevearly treated
including ban of
product

7.  An estimated US$60 billion (pa) was spent for
promotional activities at a global level.
 Approximately US$120 billion (pa) spent for R & D.
Marketing spends
Digital Marketing Spent
Status of DM for
Pharma industry
DM market size
at a global level is
an estimated
USD 8 billion
 Out of the total promotional spends, apx 10% to 20% is
through Digital Channels

8. Strengths Weaknesses
 Low competition & high demand for
pharma services in web services.
 Global demand for generic drugs open
doors for digital markeing.
 Building brands and relationship with
users through digital channels.
 Easy way to market pharma brands
globally through digital channels.
 Regulatory bodies & legislative laws for
promotion of products through digital
channels.
 Side effects and product performance
of drug which leads individual views
on product or brand.
 Misusage of drugs by people without
proper knowledge.
Opportunities Threats
 User interests & views toward sales of
drugs though online.
 Ability to sell product to end users
through ecommerce adaptation.
 Global reach & demand for drugs &
pharmaceuticals through online.
 Duplicate products & similar products
availability through online.
 Big competitions from Early adopters of
digital marketing in pharma industry
 Patents, copyrights for drugs.
SWOT Analysis of digital marketing for Pharma Industry

9.  Pharmaceutical brands are in evaluation phase in adopting
digital marketing.
 International brands like Amgen, Merck, Abbott
laboratories, Glaxo Smith Kline etc, are enjoying advantage
of digital marketing.
 Pfizer, Johnson & Johnson are the best example for who
took advantage of digital marketing via e-Commerce.
 SME’s started taking advantage of digital marketing when
compare to big players in emerging technologies.
Digital marketing status in Pharma
Industry insights
Big players are
quick to adopt
DM however
lagging in using
emerging
technologies

10.  Ability to test brand before the launch itself.
 To maximize marketing & sales efforts at a lower price
 Lead generation with global reach & market penetration
 To support traditional marketing and sale channels.
 For an integrating of marketing data and analytics
services ( Off line & On Line).
 To strengthen the brand and engage with direct customers
 To increase drug life cycle by increasing the usage period
 To identify and capture new opportunities and to build
competitive advantage
Need for DM in Pharma Industry
Industry insights
Measurability of
digital marketing
is the key for the
success for
pharma

11.  Brand building is a crucial exercise as it has highest
influence in customer purchase habits for pharma.
 Social media is fast becoming primary source of
engagement for brands.
 More personalized and short & sweet messaging is the
technique for messaging across platforms
 Mobile is a primary source to target individuals.
 Strategic content marketing is the way! Create content
for users than search engines.
 Big data and analytics is for better strategy planning.
 Deeper segmentations from data is for better targeting.
Digital marketing trends in Pharma
Industry insights
Data and insights
are driving the
ROI for pharma
for digital
marketing

12.  Habitual and cultural issues are primary forces stopping
digitalization of pharma industry.
 Misusage, high inventory costs are few more issue that
troubling pharma industry faraway from digital of
marketing.
 Industry has not yet seen digital ROI over traditional
channels.
 Not having enough knowledge on virtualization of
product and services.
Factors infusing usage of digital marketing in
Pharma
Digital marketing
leverage points
Transparency and
audit of the
digital channels is
the key to
increase
adaptation rates

13.  Subscribe for digital marketing audit service to
increase transparency and best practices of your
digital marketing
 Digitant will help you to identify the working model
for your digital marketing practice
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