tag:blogger.com,1999:blog-8550428.post3268070326167531446..comments2024-03-27T01:34:23.434-04:00Comments on Pharma Marketing Blog: Globally, Pharma's Digital Spend is (Still) Only 6% of Total Promotional BudgetVladhttp://www.blogger.com/profile/04114063498108633047noreply@blogger.comBlogger7125tag:blogger.com,1999:blog-8550428.post-29293008689400473402014-06-05T04:49:56.679-04:002014-06-05T04:49:56.679-04:00Hi again John - probably more like 5%. We are also...Hi again John - probably more like 5%. We are also expanding what we track - that's why we focussed on H2 when we had added more channels. CWChristopher Wooden, VP Global Promotion Audits, Cegedimhttps://www.linkedin.com/profile/view?id=8426883&trk=nav_responsive_tab_profilenoreply@blogger.comtag:blogger.com,1999:blog-8550428.post-89400006387690097452014-06-05T04:47:52.405-04:002014-06-05T04:47:52.405-04:00Dear Steve, I understand your scepticism. I would ...Dear Steve, I understand your scepticism. I would be pleased to explain our methodology in detail for you - perhaps we can set up a TC. Let me know. In brief, we have been doing this for over 30 years and our data & analysis are used by nearly every major pharma company. We have recruited panels of roughly 30,000 HCPs worldwide completing daily diary audits based on their exposure to pharma industry marketing channels. Our panels are representative and the collected results are projected to the relevant universe. The costs attributed per channel/interaction are validated averages. We also audit advertising, social media and other channels where we collect the data directly from the source and include that in our analysed mix. We do not claim to track all promotion or all HCP targets so there is no doubt that our figures do underestimate total expenditure. However, it is in relative terms , for competitive benchmarking and performance monitoring that our data are most often used - the absolute values being less important. Hope this helps. Feel free to reach out to me on Linkedin if you wish to discuss further. Thanks again. ChristopherChristopher Wooden, VP Global Promotion Audits, Cegedimhttps://www.linkedin.com/profile/view?id=8426883&trk=nav_responsive_tab_profilenoreply@blogger.comtag:blogger.com,1999:blog-8550428.post-23309740700970693692014-06-04T12:37:13.270-04:002014-06-04T12:37:13.270-04:00One further thought. You say digital spend was 2% ...One further thought. You say digital spend was 2% in 2011 and 3% in 2012 then jumped to 6% in second half of 2013. What level was it at for ALL of 2013? Also 6%?PharmaGuyhttps://www.blogger.com/profile/10211557578124130640noreply@blogger.comtag:blogger.com,1999:blog-8550428.post-86081904191515720712014-06-04T12:29:50.257-04:002014-06-04T12:29:50.257-04:00Steve -- I believe that is the methodology used fo...Steve -- I believe that is the methodology used for estimating physician-related promotions. For DTC, CSD uses Nielsen data -- see Christopher Wooden's comments in the UPDATE I just published at the end of the blog post.PharmaGuyhttps://www.blogger.com/profile/10211557578124130640noreply@blogger.comtag:blogger.com,1999:blog-8550428.post-15720153971380598162014-06-04T12:19:12.076-04:002014-06-04T12:19:12.076-04:00Christopher - thanks for the clarification. Yes, I...Christopher - thanks for the clarification. Yes, I should have mentioned that we cannot compare apples to oranges when it comes to market mix methodology. Meanwhile, what do you think of Steve's comments?PharmaGuyhttps://www.blogger.com/profile/10211557578124130640noreply@blogger.comtag:blogger.com,1999:blog-8550428.post-50666526072718486672014-06-04T11:56:16.617-04:002014-06-04T11:56:16.617-04:00John - as always thanks for your interest in and c...John - as always thanks for your interest in and comments on the Cegedim audited marketing investment figures.First I can confirm that the figures do include DTC in the USA. Meanwhile, the audited emailing is to HCPs - it does not include emailing to consumers. Regarding your question on how digital spend can be hovering around 6% of the mix "every year" while it continues to increase in volume? Simply put, Cegedim data do not show that. Very roughly it was around 3.4% in 2012 and 2.4% in 2011 according to our methodology. Granted we do not capture all channels but even if it is double this - for arguments' sake - it is clear that there is a long way to go before the industry is fully exploiting the new platforms. I believe traditional channels will continue to decline - especially in mature markets - but personal detailing, face-to-face, is not going away any time soon. Christopher Wooden, VP Global Promotion Audits, Cegedimhttps://www.linkedin.com/profile/view?id=8426883&trk=nav_responsive_tab_profilenoreply@blogger.comtag:blogger.com,1999:blog-8550428.post-40291168398930718682014-06-04T11:14:34.329-04:002014-06-04T11:14:34.329-04:00I cannot see how polling physicians can produce an...I cannot see how polling physicians can produce any kind of accurate estimate of spend across channels. That seems like quite a leap to me.Steve Woodruffhttp://impactiviti.wordpress.comnoreply@blogger.com