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Copyright © 2018 IQVIA. All rights reserved.
Alexandra Smith, Consultant, European Thought Leadership, IQVIA
Patrick Bervelt, Sales Director, IQVIA
Discover pharma promotional
spend in 2018
1
Discover pharma promotional spend in 2018
Smith Alexandra, PhD, Consultant, European Thought Leadership, IQVIA
Driving launch success: less can be more in the right channel mix recipe
Bervelt Patrick, Sales Director, IQVIA
A view on the Belgian market
Copyright © 2018 IQVIA. All rights reserved.
Less can be more in the right channel mix recipe
Alexandra Smith, Consultant, European Thought Leadership
Driving launch success
3
Promotional landscape
4
The traditional commercialisation model is under pressure
HCP access: reduction in F2F time
Example trends:
Economics: squeezed returns
Industry return on R&D investment* (profit per $1 of R&D spend)
Alternative
models
2007 20172012
$6.6
$5.1$5.7
-23%
Decline in traditional contact
time in EU5 since 2012
Industry regulations restrict
rep access to HCPs
Mismatch: Growth in new
products/indications >> HCP#
-25%
* Top 25 Innovator Pharma companies; source: Company financial reports; IQVIA analysis
HCPs restrict rep access
Source: IQVIA European Thought Leadership
5
Promotional context: Smaller universe of HCPs to reach
Most of global growth is driven by specialty therapy areas
0 2-1 1 3 4 5 126 7 8 9 11 13 14 1510
71%
Anticoagulants
9%
22%
4%
85%
$1 bn
3%92%
$1 bn
-32%
20%
Respiratory Agents
$1 bn
2%
15%Polyvalent IGs
62%MS
-28% 104%
59%84%
$8 bn
Other CNS
$15 bn11%
$9 bn
Nervous System Disorders
$2 bn
$1 bn
HIV
22%44%Oncologics
$4 bn
12%
-6%
73%Autoimmune Disease
4%78%
8%
Antidiabetics
16%19%
$2 bn
5%
3%
14%
31%
58%
Japan
US
RoW
EU5
Pharmerging
Share of
global growth
2018
27%
18%
14%
7%
4%
35% of
global
value
Global – Highest Growth Therapy Areas
Absolute 1 Year Growth Bn LCUS (MAT Q2 2018)
Source: IQVIA European Thought Leadership; MIDAS MAT Q2 2018; Rx-only; Share of positive growth shown
Specialty TAs
70% of
global
growth
6
Digital investment is increasing across channels, with digital detailing seeing the most growth
61 570 65 397
89 660
16 66221 037
25 856
6 9428 061
9 142
MAT Q2 2016 MAT Q2 2017 MAT Q2 2018
TO
TA
L I
NV
ES
TM
EN
T(€
K)
Streaming video
e-mailing
Digital detailing
€85 174 k €94 495 k €124 657 k
% of Total Invt 0.8 % 1.0 % 1.3%
% change + 10.9 % + 31.9%
% Change
2018/2017
+ 13.4 %
+ 22.9 %
+ 37.1 %
To
p 5
Eu
rop
eEU5 – Digital Promotion – Total investment & trends
Source: IQVIA European Thought Leadership; ChannelDynamics MAT Q2 2018
7
Individual campaigns may be more advanced than a market as a whole
Markets are at very different stages of embracing multi-channel
Digital sophistication
Ch
an
ne
l m
ix d
ive
rsit
y
LowDominated by
traditional F2F
HighDiversified mix
LowBasic information provision,
email, little coordination
HighRich information & services,
complement traditional channels
Still dominated by
traditional promotional
channels; low digital
share and multichannel
sophistication
Multichannel becomes a
real possibility as digital
share and impact rises,
but the sophistication of
digital channels and of
overall orchestration still
low
A truly orchestrated
approach: synergistic use
of digital and traditional
channels; delivers an
optimal customer
experience aligned to
needs and preferences
Orchestrated
customer engagement
Source: IQVIA European Thought Leadership
8
NationalHow to optimize multt-
channel across entire
target group?
SegmentWhat are my behavioral
segments? And how to
optimize for each?
Individual HCPWhat is the right multi-
channel strategy for HCP
Dr. John Smith?
Drivers of multi-channel sophistication
Multi-channel as a wholeWhat is the optimal channel
mix?
Individual TouchpointWhat is the optimal
campaign? Right content, in
channel of choice.
Touchpoint sequenceWhat is the optimal
frequency & sequence
across channels,
campaigns, functions?
Basic
Advanced
Aspirational
Engagement sophistication
Cu
sto
mer
gra
nu
lari
ty
Source: IQVIA European Thought Leadership
10
Client survey: “Where do you see yourself on the journey to MCM maturity?”
In Europe, most companies consider themselves at the earlystages of the journey towards multichannel maturity
Orchestrated
Customer ExperienceChannel delivery is shaped
by customer needs, action
and preference
Value from MCM
Dig
ita
l M
atu
rity
A medical device client has
received reimbursement for a
digital game to support patient
adherence in children
Service ProvisionChannels are leveraged to
provide services in support of
brands to HCPs & Patients
Field Force
A pharma client deployed a
MCM campaign featuring
automated campaign journeys,
tailored to customer needs and
adapted based on their
feedbackA cardiovascular brand
leveraged additional
channels following a rep
interaction
Integrated ChannelsChannel delivery is
prioritised based on
segment and sequence
Expansion of ReachAdditional channel used
to increase reach from FF
A respiratory brand
targeted non-F2F activity
against lower priority HCPs
Capability AccelerationLeapfrog via partnering and
acquisitions4
3
2
1
13%of respondents
12%of respondents
75%of respondents
Source: IQVIA European Thought Leadership; Client survey
11
But with only one third of doctors entirely satisfied, there’s room for improvement
The good news: most doctors do value information from pharma and how they receive it
Pharmaceuticals companies provide
information that is up-to-date, and
relevant to my needs
This information is convenient to
access and coherently presented
across multiple channels
Doctor perception of pharmaceutical company promotion (2018)
13%
54%
36%
10%
54%
33%
62%
24%
15%
66%
22%
12%
DisagreeStrongly agree Somewhat Agree
Source: IQVIA ChannelDynamics Doctor Perception of MCM Survey May 2018
Survey of 11,000 HCPs – Q2 2018
EU5 and Belgium
12
100%
15%
48%
22%
20%
0%
79%87%
96%
60%
65%
52%56%
21%13%
4%
40%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Japan US UK France Spain Germany Italy Belgium
2018 - Proportion of HCPs receiving their preferred amount of digital activity
Exceeding demand Not meeting demand In line with demand
However, how doctors want to be communicated with doesn’t always align with what they receive
Source: IQVIA ChannelDynamics Q2 2018, IQVIA Channel Preference Survey July 2018
13
Driving launch success
14
Portfolio renewal is challenging for most major players
-4%
-2%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
22%
24%
26%
28%
30%0% 5% 70%10% 15% 20%
To
tal lo
ng-t
erm
gro
wth
CA
GR
20
13
-2018
Novartis
Lilly
Roche
J&J
BMS
Share of 2018 Sales from recent launches
Pfizer
Merck & Co
Sanofi
Abbvie
GSKBI
Gilead
Amgen
Novo
Takeda
TevaAZ
Bayer Allergan
Mylan
Global: Top 20 companies refreshment index
Source: IQVIA European Thought Leadership; MIDAS Restricted MAT Q2 2018; Rx Only
Note: Recent launches: Innovative branded products launched in the last 5 years (launching after Q2 2013)
1
9
4
6
Gilead is atypical
because growth from
Hep C assets has
peaked and declined
rapidly
2018 Sales from
recent launches
>10% growth and <10%
refreshment: just one
company achieved this -
refreshment is essential
>10% growth and >10% refreshment
>10% refreshment but <10% growth
15
• Full Spectrum Multichannel approach
• Broad range of mature self
serve channels for all
stakeholders
• Fully integrated customer facing team
• Orchestrated by smaller multi-
functional & multi-skilled teams
• Customer centric by design,
with MSL and commercial roles
As launch success becomes ever more critical, companies must adapt their commercial model
1. Increase number of launches while
consistently maximising
commercial success
2. Do so without significant increase
to SG&A spending due to squeezed
budgets
3. Launch products into complex and
increasingly competitive, often
specialty, environment
A new best in class
specialty commercial
model is required
Companies are faced
with a three-way
problem:
Source: IQVIA European Thought LeadershipSource: IQVIA European Thought Leadership
16
Are the most commercially successful launches more multichannel?
Source: IQVIA European Thought Leadership
Define successful launches
Use ChannelDynamicsTM data
to compare use of digital
channels
Insight
Step 1 Step 2 Step 3
- New Active Substance
Launches in the top 7
developed markets in a 5 year
window (2012-2017- 755
individual launches)
- “International Top Sellers”
were consistently in the top
quartile of launches based on
absolute sales in 2 or more
countries for the 1st year
following launch
- Compared international top
sellers against all other
launches on 4 key metrics of
multichannel activity
▪ Total volume of digital
contacts
▪ Profile of digital activity
▪ Richness of channel mix
▪ HCP perception of digital
engagement
- International Top Sellers
consistently have a higher
share of digital promotional
activity in their first year
- International top sellers also
supported by more sustained
digital and richer channel mix
- However, the detail can be
more complex…
17
Common patterns observed re: digital in successful launches
Source: IQVIA European Thought Leadership; ChannelDynamics Q3 2017; MIDAS Q3 2017; Rx-only
HIGHER DIGITAL VOLUME SHARE
Internationally successful launches see
higher digital volume shares in the first year
across all countries
Avg. digital share of promo volume
International Top Sellers All Others
0%
5%
10%
15%
20%
25%
Quarters after launch
Ave
rage
dig
ita
l vo
lum
e s
ha
re (
%l
Q1 Q3Q2 Q4
64%Higher digital share
of total activity
Top 7 developed: New Active Substances 2012-2016
Source: IQVIA European Thought Leadership
18
Common patterns observed re: digital in successful launches
HIGHER DIGITAL VOLUME SHARE
Internationally successful launches see
higher digital volume shares in the first year
across all countries
SUSTAINED DIGITAL APPROACH
Strong launches consistently have “Courage
in Their Convictions” and are more likely to
have a sustained digital approach
Sustained digital effort over 1st year post launch
International Top Sellers All Others
Top 7 developed: New Active Substances 2012-2016
Sh
are
of la
un
ch
es w
/ su
sta
ine
d d
igital e
ffo
rt (
%)
0%
20%
40%
60%
80%
100%
Italy
23%
64%
Germany
62%
Japan
77%80%
US
23%
33%
France
93%
Spain
49%
42%
73%
47%
76%
UK
63%
Source: IQVIA European Thought LeadershipSource: IQVIA European Thought Leadership; ChannelDynamics Q3 2017; MIDAS Q3 2017; Rx-only
19
Common patterns observed re: digital in successful launches
HIGHER DIGITAL VOLUME SHARE
Internationally successful launches see
higher digital volume shares in the first year
across all countries
SUSTAINED DIGITAL APPROACH
Strong launches consistently have “Courage
in Their Convictions” and are more likely to
have a sustained digital approach
RICHER MIX OF DIGITAL CHANNELS
Stronger launches utilise a richer mix of
digital channels (3 or more) during the 1st
year following launch
Share of “digitally rich” launches by type*
International Top Sellers All Others
Top 7 developed: New Active Substances 2012-2016
27%
55%
70%
85%
29%
53%
18%
9%
37%
79%
61%
21%
48%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Sh
are
of “d
igita
lly r
ich
” la
un
ch
es (
%)
0%
ItalyGermany Japan USFrance Spain UK
Source: IQVIA European Thought LeadershipSource: IQVIA European Thought Leadership; ChannelDynamics Q3 2017; MIDAS Q3 2017; Rx-only
20
Four key findings for successful launches
Source: IQVIA European Thought Leadership
Product Type
• The most commercially successful launches, i.e. “International top sellers”, were all specialty products
Spend
• Although specialty launches have lower promotional spend than primary care launches, international top sellers had higher promotional investment than other specialty launches
Digital Share
• International top sellers have a higher share of digital contacts than other launches, and more sustained digital activity over time
Quality Engagement
• A richer, more sophisticated use of digital channels could improve HCP perception and engagement
21
There is no single path to digital success, however, a set of core principles applies
Imperatives for Pharma
1. Digital must be part of an integrated multi-channel approach
4. Master data management (‘one truth’) and analytics are key enablers for OCE
3. A granular micro-strategy is key, based on customer needs and preference:
➢ right content, channel mix, volume, frequency, touch point sequence
2. Customer engagement needs to be orchestrated across channels and functions
Source: IQVIA European Thought Leadership
Copyright © 2018 IQVIA. All rights reserved.
A view on the Belgian market
Patrick Bervelt, Sales Director, IQVIA
Discover pharma promotional
spend in 2018
24
Panels
GPs
Neuro-Psy
Cardiologists
Pulmonologists
Endocrinologists
Dermatologists
(2019)
Type of interaction
TraditionalOnline /
Digital
Belgian Channel Dynamics collects data from a GP/SP panel and monitors advertising and digital online activities
Sales force detailing
Meetings / events
Mailing
Samples
Professional advertising
Web sites
Social Media / Apps
IQVIA - CIB Presentation - Discover pharma promotional spend in 2018
Source: IQVIA ChannelDynamics™
25
Strong similarity between the repartition of the specialists in the universe and the captured spendings
Belgian Channel Dynamics data cover the largest markets through 5 specialties
IQVIA - CIB - Discover pharma promotional spend in 2018
14020
47%
78%
2829
19%
8%
1289
18%
7%
731
9%
5%396
6%2%
40%
50%
60%
70%
80%
90%
100%
Repartition perSpecialty
Panel Spending per Specialty
General Medicine Neuro-Psy Cardio Pneumo Endocrino
Repartition and promotional spending according to specialty
(Absolute count of HCP and relative value in Eur; MAT Q3 2018)
Source: OneKey™ & IQVIA ChannelDynamics™
Average spending per HCP per specialty
(Relative value in Eur; MAT Q3 2018)
26
Trends
27
Decline of the promotional spends continues in 2018
11%
7%
7%
7%
6%
62%
R03 - ANTI-ASTHMA & COPD PROD
A10 - DRUGS USED IN DIABETES
C10 - LIPID-REG/ANTI-ATHEROMA
C09 - RENIN-ANGIOTEN SYST AGENT
G04 - UROLOGICALS
Others
Promotional spending according to ATC class – Split GP/SP
(Value in Mio EUR; MAT Q3 2018)
-6.1%
-47.9%
+60.7%
-35.2%
Growth in %
+8.8%
IQVIA - CIB Presentation - Discover pharma promotional spend in 2018
13%
8%
7%
7%
5%
60%
B01 - ANTITHROMBOTIC AGENTS
N07 - OTHER CNS DRUGS
R03 - ANTI-ASTHMA & COPD PROD
N05 - PSYCHOLEPTICS
C10 - LIPID-REG/ANTI-ATHEROMA
Others
-43.0%
+16.5%
+13.2%
-2.5%
+30.8%
Growth in %
€ 26.0 mio
SPs- 4.0%
-22.5% -3.9%
€ 87.7 mio
GPs- 15.6%
Source: IQVIA ChannelDynamics™
28
R06 - ANTIHISTAMINES SYSTEMIC
C11 - C.V.MULTITHER.COMB.PRODS
R05 - COUGH & COLD PREPARATIONS
N02 - ANALGESICS
B01 - ANTITHROMBOTIC AGENTS
G04 - UROLOGICALS
C09 - RENIN-ANGIOTEN SYST AGENT
C10 - LIPID-REG/ANTI-ATHEROMA
A10 - DRUGS USED IN DIABETES
R03 - ANTI-ASTHMA & COPD PROD
GP/FP DETAILING SAMPLES JOURNAL ADVERTISING MAILING MEETINGS
-6%
-48%
61%
-35%
9%
-67%
-9%
-23%
-43%
-17%
PPG%
Weight of the Sales Force in the promotional spend mix at GP is dominant
IQVIA - CIB - Discover pharma promotional spend in 2018
Source: IQVIA ChannelDynamics™
GPs Top 10 ATC classes to promotional spending
(Value in Mio and PPG% - MAT Q3 2018)
Rkg
Trimbow/Trelegy, Relvar Ellipta/Onbrez, Ultibro/Symbicort/Inuvair/Spiolto
Invokana, Forxiga/Jardiance/Toujeo/Trulicity and rest of top 10
Rosuvastatine/Ezgal/Ezetimibe, Crestor/Repatha,
Atozet
Xarelto/Lixiana/Eliquis/Pradaxa/Clopidogrel
9,98
6, 23
5,95
5,78
5,32
4,71
1,95
1,87
1,59
1,37
29
N04 - ANTI-PARKINSON PREPS
L01 - ANTINEOPLASTICS
N06 - PSYCHOANALEPTICS
A10 - DRUGS USED IN DIABETES
C09 - RENIN-ANGIOTEN SYST AGENT
C10 - LIPID-REG/ANTI-ATHEROMA
N05 - PSYCHOLEPTICS
R03 - ANTI-ASTHMA & COPD PROD
N07 - OTHER CNS DRUGS
B01 - ANTITHROMBOTIC AGENTS
SP DETAILING MEETINGS CLINICAL TRIALS JOURNAL ADVERTISING SAMPLES MAILING
Meetings and Clinical Trials are complementing the face-to-face approachat SP level
IQVIA - CIB - Discover pharma promotional spend in 2018
Source: IQVIA ChannelDynamics™
SP Top 10 ATC classes to promotional spending
(Value in Mio and PPG% - MAT Q3 2018)
-43%
17%
13%
-3%
31%
-35%
-20%
-47%
30%
51%
PPG%
Rkg
3,30
2,07
1,93
1,74
1,38
0,95
0,92
0,53
0,47
0,38
Lixiana/Eliquis/Xarelto/Pradaxa, Brilique
Trimbow/Trelegy/Fasenra, Spiolto/Xolair,
Ultibro/Nucala/Symbicort
Rosuvastatine/Ezgal, Repatha,
Praluent/Atozet
Fiasp Jardiance/Forxiga/Invokana, Trulicity, Victoza/Toujeo
30
-39%
-11%
-11%
-10%
25%
3%
2%
-14%
-10%
-13%
PPG%
BOEHRINGER INGEL
SANOFI
MYLAN
ASTRAZENECA
JOHNSON & JOHNSON
GLAXOSMITHKLINE
STADA
SERVIER
NOVARTIS
MENARINI
GP/FP DETAILING SP DETAILING SAMPLES MEETINGS
JOURNAL ADVERTISING OTHERS MAILING CLINICAL TRIALS
The top 10 companies with the highest promotional spend, invested on average 4.9 mio Eur in promotional activity in the last MAT
IQVIA - CIB - Discover pharma promotional spend in 2018
Top 10 international company according to promotional spending
(Value in Mio and PPG% - MAT Q3 2018)
Rkg
Source: IQVIA ChannelDynamics™
7,94
6,69
5,31
5,22
5,07
4,07
3,90
3,74
3,41
3,37
Spedra/Aduneric, Bellozal
Rosuvastatin, Entresto, Ultibro
Triplixam, Bipressil, Lipertance
Rosuvastatine/Ezetimibe/Tadalafil
Trelegy, Relvar, Incruse
Esketamine, Invokana, Trevicta
Crestor, Forxiga/Symbicort
Rosuvastatin, Tribvit, Brufen
Stilnoct/Praluent, Toujeo
Spiolto/Jardiance/Pradaxa
Top3 Brands in Spends – Evolution vs 2017
31
4.634 4.747 5.000 5.275138 137 133 118
The evolution of the promotional spend of the Top10 Corporation is not necessarily reflected in the Sales performance compared to the rest
IQVIA - CIB - Discover pharma promotional spend in 2018
Total pharmaceutical revenue and promotional spending evolution
(Value in EUR; MAT Q3 2015 - 2018)
Source: IQVIA ChannelDynamics™, LMPB Smart QQ, BHA Smart QQ
Total Belgian
market
Belgian pharmaceutical market (Mio EUR)
1,305 1,338 1,370 1,340
1,737 1,713 1,736 1,737
388 402 431 496
1,203 1,2941,462 1,702
0
1,000
2,000
3,000
4,000
5,000
6,000
MAT Q3 2015 MAT/9/2016 MAT Q3 2017 MAT Q3 2018
MN
F/E
UR
Top10 Retail Others Retail Top10 Hosp. Others Hosp.
Hosp
Retail82 80 79
69
56 57 54
49
-14.0%
-12.0%
-10.0%
-8.0%
-6.0%
-4.0%
-2.0%
0.0%
2.0%
MAT Q3 2015 MAT Q3 2016 MAT Q3 2017 MAT Q3 2018
-
20
40
60
80
100
120
140
160
PP
G%
To
tal p
rom
otio
na
l sp
en
din
g
Top 10 Highest promotional spending
Total other Promotional Spending
Total other Promo spend PPG%
Top 10 Highest promotional PPG%
Total Belgian
market
Belgian Promotional spending (Mio EUR)
32
Multichannel
33
71%
10%
9%
7%
2% 1%0%
Detailing(Face to Face)
Samples
Meetings
Journal Advertising
Mailing
Clinical Trials
Detailing(Telephoneonly)
95% 94% 95%
5% 6% 5%
MAT Q3 2016 MAT Q3 2017 MAT Q3 2018
Rela
tive p
rom
otional spendin
g
Traditional Spending Digital Spending
Detailing (face-to-face) accounts for the large majority of traditional spending
Traditional spending accounts for the lion-share of total promotionhowever is decreasing
IQVIA - CIB - Discover pharma promotional spend in 2018
Source: IQVIA ChannelDynamics™
Total
(mio)Total Traditional Spending: 112 mio
56%
44%
decrease
increase (or willbegin to prescribe)remain unchanged
Detailing
Rx intent
Distribution of spending through traditional/digital channel – Focus traditional
(Value in EUR; MAT Q3 2016 - 2018)
137 133 118
34
80% of face to face contacts involve detailed aid. 50% of this spending is still linked to printed materials
IQVIA - CIB - Discover pharma promotional spend in 2018
FACE TO FACE
20% NO material
80% involve detail aid
50% Printed Material
22%
Portable handheld
Device
8% Laptop-based material
19.6 19.3 16.0
MAT Q32016
MAT Q32017
MAT Q32018
Distribution of face to face detailing
(MAT Q3 2018)
36.738.8
37.4
MAT Q32016
MAT Q32017
MAT Q32018
6.0 5.7
6.2
MAT Q32016
MAT Q32016
MAT Q32018
58%
41%
56%
43%
59%
41%
Detailing Rx intent
Spending in Mio EUR
56%
44%
decrease
increase (or willbegin to prescribe)remain unchanged
49%
50%
Source: IQVIA ChannelDynamics™
35
95% 94% 95%
5% 6% 5%
MAT Q3 2016 MAT Q3 2017 MAT Q3 2018
Rela
tive p
rom
otional spendin
g
Traditional Spending Digital Spending
Corporate website and mailing, however, represent close to 60% of digital spending
Sales reps continue to be instrumental, companies investments in digital remain stable at 5% of the total promotional spending
IQVIA - CIB - Discover pharma promotional spend in 2018
Source: IQVIA ChannelDynamics™
Total
(mio)
60%20%
7%
10%
2%1%
0%
CORPORATEWEBSITE
MAILING
WEB ADVERTISINGGPS / PRIMARY CARE
SOCIAL MEDIA
DETAILING
APPS
MEETING
Total Digital Spending: 6.2 mio
Distribution of spending through traditional/digital channel – Focus digital
(Value; MAT Q3 2016 - 2018)
137 133 118
36
GP/SP detailing and samples represent >60% of the promotional spendings
Large companies spend relatively more in digital than Small & Medium companies
IQVIA - CIB - Discover pharma promotional spend in 2018
94% 6%
TRADITIONAL DIGITAL
Source: IQVIA ChannelDynamics™
Small Company
(<30 Mio Eur Revenue)
Medium Company
(>=30 - 100 Mio Eur Revenue)
Large Company
(>=100 Mio Eur Revenue)
96% 4%
TRADITIONAL DIGITAL
54%
12%
16%
6%
7%
2% 0%
3%
95% 5%
TRADITIONAL DIGITAL
59%
8%
8%
6%
12%
2%1%
4%
55%
14%
7%
7%
8%
3%2%
4%
Promotional spending according to company size
(Value in Mio - MAT Q3 2018)
GP/FP DETAILING SP DETAILING SAMPLES JOURNAL ADVERTISING MEETINGS MAILING CLINICAL TRIALS OTHERS
37
Sales Force Trends
38
Overall projected salesfore is decreasing to 1721 SFE
Decreasing Sales Force is concentrated at GP level, while on SP level the number of reps remains stable
1652 1580 1444
297 277 277
1600
1650
1700
1750
1800
1850
1900
1950
2000
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
MAT Q3 2016 MAT Q3 2017 MAT Q3 2018
Sale
s f
orc
e (
in F
TE
)
Repart
itio
n S
FE
(in
%)
GPs Specialists Total
Salesforce evolution split GP/SP
(sales force equivalent split; MAT Q3 2016 - 2018)
IQVIA - CIB - Discover pharma promotional spend in 2018
Source: IQVIA ChannelDynamics™
39
The medium size company segment showed an increase in sales rep equivalents
Overall projected salesforce is decreasing
IQVIA - CIB - Discover pharma promotional spend in 2018
1,949 1,856
1,721
-18%
-16%
-14%
-12%
-10%
-8%
-6%
-4%
-2%
0%
-
500
1,000
1,500
2,000
2,500
MAT Q3 2016 MAT Q3 2017 MAT Q3 2018
Sale
s R
ep
Equiv
ale
nt
count
Total Sales Rep Equiv. PPG% Large companies PPG% Medium companies PPG% Small companies
Salesforce evolution
(sales force equivalent count; MAT Q3 2016 - 2018)
Source: IQVIA ChannelDynamics™
40
Promotion & Sales2 examples on the NOAC market
41
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
1 3 5 7 9 11 13 15 17 19 21 23
Bra
nd
sh
are
Month
Anonymized brand A – last 24 months evolution
Is my Share of Voice in line with my Market Share?
IQVIA - CIB - Discover pharma promotional spend in 2018
Source: IQVIA ChannelDynamics™ & IQVIA Xponent
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
1 3 5 7 9 11 13 15 17 19 21 23
Month
Anonymized brand B – last 24 months evolution
Brand Share of Voice spend Brand Market Share Linear (Brand Share of Voice spend) Linear (Brand Market Share)
42
What sticks in the doctors’ mind after an interaction?
Brand A Brand B
IQVIA - CIB - Discover pharma promotional spend in 2018
Verbatim wordclouds
(GPs, September 2018)
43
Key Takeaways
44
Key Takeaways
IQVIA - CIB - Discover pharma promotional spend in 2018
The Sales Force remains the preferred channel to get in touch with the HCP, but continues to shrink
Dominance of the Sales Force detailing is more present at GP side than at SP side
At SP level, Meetings and Clinical Trials are used to get additional touch points with the HCP
Declining trend of the promotional spends continues in 2018 with a -11,1% for GP & SP
Higher investments in the Lipid market (C10) at both GP & SP
Respi market (R03) declining at GP level while increasing at SP level
Lower investments in Antithrombotics (B01) and Diabetes (A10) markets at both GP & SP level
Top3 Corporations in promotional spendings unchanged
Use of the promotional mix varies pretty much across the top10 corporations
Digital Channel does not follow EU trends and stays very low in Belgium
45
Go to IQVIA Belux on LinkedIn to have easy access to the 2018 ChannelDynamics™ Global Reference
IQVIA - CIB - Discover pharma promotional spend in 2018
Thank you!
Source: IQVIA European Thought Leadership