A new study reveals that Aventis has surpassed AstraZeneca as the leading spender on oncology-related marketing activities in the United States. Cumulative marketing spending of the 10 oncology franchises analyzed reached $745 million in 2002, with Aventis accounting for more than 15% of the total.
Using a proprietary model that incorporates over 50 cost driving variables, the study highlights that most oncology franchises have substantially increased spending on CME programs in part to compensate for reduced expenditures on activities discouraged by the new PhRMA guidelines.
Aggregate spending on four important activities -- national conventions, Phase IV trials, physician lunch and dinner programs and CME programs -- accounted for 75% of total spending. Relatively smaller amounts were spent on journal advertisements, cooperative and advocacy group grants and Internet-based initiatives.
Other key findings of the study published by PharmaForce International, titled Competitive Benchmarking of Oncology Sales and Marketing Organizations in the United States: Key Expenditures and Organizational Approaches (2nd Edition), were as follows:
To learn more about other key areas of the study, please visit the company's Web site at www.pharmaforce.biz or contact Tom Nordhoy, president at 610-370-5640.Editor's Details
Last updated on: 27/08/2010