Cegedim Strategic Data (CSD) tracks pharmaceutical companies' print advertising investments

Cegedim Strategic Data (CSD) tracks pharmaceutical companies' print advertising investments

Rate of decline in print advertising investments slows to 4% for 12 months ending September 2011 across ten key markets 

Paris, February 06, 2012 - Cegedim Strategic Data(CSD), leading provider of integrated healthcare market research and worldwide promotional audits, has released audited marketing figures on pharmaceutical companies' print advertising investments - €438 million for MAT* Q3 2011.  

Ten key markets were analysed: Top five Europe (France, Germany, Italy, Spain, and UK), USA, Japan, China, Brazil and Russia.   

The industry experienced a particularly difficult 12 month period to September 2010, where the decrease in print advertising investments was 10%.  Use of advertising in medical journals continued to decrease for the following 12 month period ending September 2011, however, not to the same extent 4%.  

Overall for the top five European markets, print advertising decreased by 11%.  Only two of the five countries showed an increase in print advertising spend: Italy 8% and Spain 5%.  France showed a marked 19% drop, which may be due to many factors including a general decrease in promotional budgets and the decline in the number of product launches and therefore advertising campaigns in 2011. 

Meanwhile, print advertising in the USA indicated a turnaround, with an increase of 10% for MAT Q3 2011 compared to a decrease of 13% for MATQ3 2010.  

In contrast to the USA, Japan continued to decline 2% MAT Q3 2011 although to a lesser extent compared to 8% for the previous 12 month period.

Of the main emerging markets, China and Russia showed increases of 20% and 12% respectively.  Brazil, however, showed a decrease of 4%.

CSD continuously tracks print advertising spending in primary care and specialist medical journals in over 30 countries.

*MAT= Moving Annual Total