Pharma companies must tailor sales strategies in BRIC markets
A country-specific approach is needed to prioritise pharmaceutical sales and marketing tactics, Manhattan Research has said.
Pharmaceutical companies are unlikely to be able to use a 'one-size-fits-all' approach when it comes to developing sales and marketing strategies in emerging markets, a study suggests.
The 'Taking the Pulse BRIC' study, compiled by healthcare market research firm Manhattan Research, looked at doctors' use of the internet in the four so-called 'BRIC' economies - Brazil, Russia, India and China.
It found that doctors' use of the internet during their working day varies greatly among these four countries.
For instance, while 76 per cent of doctors in Brazil use the internet as part of their daily routine, this falls to 41 per cent of physicians in India and just 25 per cent of those in China.
This means that pharmaceutical companies will need to rely less on digital channels for their sales and marketing initiatives in countries such as China.
James Avallone, principal analyst at Manhattan Research, said: "Physicians' digital professional profiles vary market-to-market, whether we look at the use of mobile devices between consultations and at the point of care, or the kinds of social networks relied on."
He added that pharmaceutical companies need country-specific knowledge in order "to prioritise tactics and investments".
Related News
-
News Ophthalmologic drug product Eylea faces biosimilar threats after FDA approvals
Regeneron Pharmaceutical’s blockbuster ophthalmology drug Eylea is facing biosimilar competition as the US FDA approves Biocon’s Yesafili and Samsung Bioepis/Biogen’s Opuviz. -
News ONO Pharmaceutical expands oncology portfolio with acquisition of Deciphera
ONO Pharmaceutical, out of Japan, is in the process of acquiring cancer-therapy maker Deciphera Pharmaceuticals for US$2.4 billion. -
News First offers for pharma from Medicare drug price negotiations
Ten high-cost drugs from various pharma manufacturers are in pricing negotiations in a first-ever for the US Medicare program. President Biden’s administration stated they have responded to the first round of offers. -
News Eli Lilly’s Zepbound makes leaps and bounds in weight-loss drug market
In the last week, Eli Lilly has announced their partnership with Amazon.com’s pharmacy unit to deliver prescriptions of Zepbound. Zepbound has also surpassed Novo Nordisk’s Wegovy for the number of prescriptions for the week of March 8.&nbs... -
News Chasing new frontiers at LEAP – The National Biotechnology Strategy Keynote
On the third day of LEAP (4–7 March 2024, Riyadh Exhibition and Convention Centre, Malham, Saudi Arabia) the CPHI Middle East team hosted the Future Pharma Forum, to set the scene for an exciting new event for the pharma community, coming to Riya... -
News Pfizer maps out plans for developing new oncology therapeutics by 2030
Pfizer dilvulges plans to investors around growing their cancer portfolio, and the drugs they will be focusing on developing after their aquisition of Seagen in 2023. -
News Generics threat to Merck’s Bridion as Hikma seeks pre-patent expiry approval
Merck has disclosed they received notice from Hikma Pharmaceuticals for seeking a pre-patent expiry US FDA approval for Hikma’s generic version of Merck’s Bridion. -
News Bernie Sanders vs Big Pharma - the latest on drug price negotiations
In a hearing in front of the US Senate, three of the biggest pharmaceutical companies in America are challenged over exorbitant prescription drug prices, with Sanders claiming their actions are limiting the population's access to affordable healthc...
Position your company at the heart of the global Pharma industry with a CPHI Online membership
-
Your products and solutions visible to thousands of visitors within the largest Pharma marketplace
-
Generate high-quality, engaged leads for your business, all year round
-
Promote your business as the industry’s thought-leader by hosting your reports, brochures and videos within your profile
-
Your company’s profile boosted at all participating CPHI events
-
An easy-to-use platform with a detailed dashboard showing your leads and performance