Global Drug Manufacturing Industry Outlook to 2010: Marketing and Sales Strategies and the Impact of Recession and Recovery

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Global Drug Manufacturing Industry Outlook to 2010: Marketing and
Sales Strategies and the Impact of Recession and Recovery
Published on September 2009

Report Summary

Global Drug Manufacturing Industry Outlook to 2010: Marketing and Sales Strategies and the Impact of Recession and Recovery

Summary

'Global Drug Manufacturing Industry Outlook to 2010: Marketing & Sales Strategies and the Impact of Recession and Recovery' is a
new report published by Global Markets Direct in association with ICD Research that analyzes how drugs manufacturer's and
equipment, materials and service supplier's media spend, marketing and sales strategies & practices and business are being affected
by the recession. In an uncertain economic climate this report gives you access to the media channel spending outlooks, media
budgets, marketing agency selection criteria, business challenges and sales tactics of leading buyers and suppliers. The report also
identifies drug manufacturers and suppliers future growth, M&A and investment expectations. The research is based on an extensive
survey of senior and C-level industry executives from our market leading panels.

Scope

- The opinions and forward looking statements of over 550 industry executives have been captured in our in-depth survey, of which
65% represent Directors, C-levels & Departmental Heads
- This report covers data and analysis on media channel spend, marketing and sales practices and industry developments by drugs
manufacturing companies and their suppliers
- The report examines current practices and provides future expectations over the next 12-24 months
- The research is based on primary survey research conducted by Global Markets Direct in association with ICD Research accessing
its B2B panels comprised of senior purchase decision makers and leading supplier organizations
- Key topics covered include media spend activity, marketing and sales behaviors & strategies by drugs manufacturing companies
and their suppliers and how these have been affected by the recession, as well as threats & opportunities, investment outlook and
business confidence among both buyers and suppliers.
- In the report buyers identify what suppliers need to do to maintain their business and the key actions being taken by industry players
to overcome the leading business threats
- The report provides qualitative analysis of key industry opportunities and threats and contains full survey results
- The geographical scope of the research is global ' drawing on the activity and expectations of leading industry players across the
Americas, Europe, Asia-Pacific and Africa & Middle East

Highlights

- 50% of industry players are looking to increase their marketing expenditure over the next 12 months, with only 36% looking to
decrease it
- 32% of industry players are adapting product portfolios or positioning to meet clients cost pressures
- 59% of companies believe that the demonstration of confidence to their customers from increased marketing activity in the current
business climate can give their company an edge

Reasons to buy

Global Drug Manufacturing Industry Outlook to 2010: Marketing and Sales Strategies and the Impact of Recession and Recovery Page 1/11


- Benchmark your sales and marketing plans with industry competitors to effectively determine strategy
- Identify the specific marketing approaches your competitors are using to win business during the recessionary climate
- Better promote your business by aligning your capabilities and business practices with your customer's changing needs during these
times of market uncertainty
- Secure stronger customer relationships by understanding the leading business concerns and changing strategies of buyers in the
pharmaceutical industry
- Effectively plan your business strategies
- Predict how the industry will grow, consolidate and where it will stagnate
- Uncover the business outlook, key challenges and opportunities identified by suppliers and buyers in the industry

Table of Content

1 Table of Contents 2
1.1 List of Tables 5
1.2 List of Figures 8
2 Introduction 12
2.1 What is This Report About' 12
2.2 Methodology 12
2.3 Profile Of Survey Respondents 13
3 Executive Summary 17
3.1 The Drug Manufacturing Industry is Generally Optimistic About the Recovery of the Global Economy 17
3.2 The Level of Optimism About Revenue Growth is Marginally Positive Among Both Buyers and Suppliers 17
3.3 Companies in the Drug Manufacturing Industry Will Be Increasing Marketing Spend Over the Next 12 Months 17
3.4 Industry Players Face a Number of Key Challenges Due to the Recession 18
3.5 Suppliers and Buyers in the Pharma Industry Are Adapting Their Marketing and Sales Strategies During Recession to Face
Immediate Business Concerns 19
4 Economic Outlook & Confidence 20
4.1 Global Economy Recovery Expectations 20
4.2 Revenue Growth Expectations 24
5 Drug Manufacturing Industry Investment Outlook 29
5.1 Fastest & Slowest Growing Markets 29
5.2 M&A Activity Predictions 36
5.3 Supplier's Industry Outlook 39
6 Recession & Recovery: Threats & Opportunities For The Drug Manufacturing Industry 43
6.1 Leading Business Concerns Due To Recession 43
6.2 Key Actions To Overcome Business Threats 47
6.3 Key Actions To Maintain & Win Buyer Business 51
6.4 Leading Recession & Recovery Related Business Opportunities 60
7 Marketing Spend Activity 64
7.1 Annual Marketing Budgets: Suppliers to the Industry 64
7.2 Expected Change in Marketing Expenditure Levels: Suppliers to the Industry 68
7.3 Change in Expenditure by Media Channel: Suppliers to the Industry 72
7.4 Future Investment in Marketing and Sales Technology: Suppliers to the Industry 76
7.5 Annual Marketing Budgets: Drug Manufacturing Industry Players 82
7.6 Expected Change in Marketing Expenditure Levels: Drug Manufacturing Industry Players 86
7.7 Change in Expenditure by Media Channel: Drug Manufacturing Industry Players 90
7.8 Future Investment in Marketing and Sales Technology: Drug Manufacturing Industry Players 94
8 Marketing and Sales Behaviors and Strategies and the Impact of Recession and Recovery 100



8.1 Key Marketing Aims: Suppliers to the Industry 100
8.2 Marketing and Sales Practices During Recession and Recovery: Suppliers to the Industry 105
8.3 Expected Adaptations to Marketing Activities During Recession and Recovery: Suppliers to the Industry 109
8.4 Critical Success Factors for Choosing a Marketing Agency: Suppliers to the Industry 117
8.5 Marketing Attitudes and Approaches: Suppliers to the Industry 122
8.6 Key Marketing Aims: Drug Manufacturing Industry Players 124
8.7 Marketing and Sales Practices During Recession and Recovery: Drug Manufacturing Industry Players 129
8.8 Expected Adaptations to Marketing Activities During Recession and Recovery: Drug Manufacturing Industry Players 133
8.9 Critical Success Factors for Choosing a Marketing Agency: Drug Manufacturing Industry Players 141
8.10 Marketing Attitudes and Approaches: Drug Manufacturing Industry Players 146
9 Appendix 148
9.1 Full Survey Results-Closed Questions 148
9.2 Methodology 154
9.3 Contact Us 154
9.4 About Global Markets Direct 154
9.5 Disclaimer 155Table of Contents

1.1 List of Tables
Table 1: Count Of Global Drug Manufacturing Industry Survey Respondents By Company Type (Number Of Respondents), 2009
Industry Survey 13
Table 2: Buyer Respondents By Job Role (% Buyer Respondents), Global Drug Manufacturing Industry, 2009 14
Table 3: Buyer Respondents By Organization's Global Turnover (% Buyer Respondents), Global Drug Manufacturing Industry, 2009
14
Table 4: Buyer Respondents By Organization's Total Employee Size (% Buyer Respondents), Global Drug Manufacturing Industry,
2009 15
Table 5: Supplier Respondents By Job Role (% Supplier Respondents), Global Drug Manufacturing Industry, 2009 15
Table 6: Supplier Respondents By Organization's Global Turnover (% Supplier Respondents), Global Drug Manufacturing Industry,
2009 16
Table 7: Supplier Respondents By Organization's Total Employee Size (% Supplier Respondents), Global Drug Manufacturing
Industry, 2009 16
Table 8: Global Drug Manufacturing Industry Expectations Of Global Economy Recovery Timings By Region: North America, Europe,
Asia-Pacific, Rest Of World (% All Respondents), 2009 22
Table 9: Global Drug Manufacturing Industry Expectations Of Global Economy Recovery Timings By Company Type: Drug
Manufacturers, Contract Research Organizations / Contract Manufacturing Organizations, Drug Manufacturing Industry Suppliers (%
All Respondents), 2009 24
Table 10: Company Revenue Growth Optimism By Global Drug Manufacturing Industry Company Type: Drug Manufacturers,
Contract Research Organizations / Contract Manufacturing Organizations, Drug Manufacturing Industry Suppliers (% All
Respondents), 2009 26
Table 11: Company Revenue Growth Optimism In The Global Drug Manufacturing Industry By Region: North America, Europe,
Table 12: Drug Manufacturer Industry: Market Predictions Of The Fastest And Slowest Growing Regions (% Drug Manufacturer
Table 13: Outsource Industry (Contract Research Organization / Contract Manufacturing Organization): Market Predictions Of The
Fastest And Slowest Growing Regions (% Contract Research Organization / Contract Manufacturing Organization Respondents),
2009 33
Table 14: Drug Manufacturing Industry Supplier Industry: Market Predictions Of The Fastest And Slowest Growing Regions (% Drug
Manufacturing Industry Supplier Respondents), 2009 35
Table 15: Key Growth Areas In The Global Drug Manufacturing Industry (Analysis Of Supplier Respondents), 2009 Industry Survey
40
Table 16: Key Growth Areas In The Global Drug Manufacturing Industry (Analysis Of Senior Level Supplier Respondents), 2009



Industry Survey 40
Table 17: Key Declining Areas In The Global Drug Manufacturing Industry (Analysis Of Supplier Respondents), 2009 Industry Survey
41
Table 18: Key Declining Areas In The Global Drug Manufacturing Industry (Analysis Of Senior Level Supplier Respondents), 2009
Industry Survey 42
Table 19: Drug Manufacturer Vs. Contract Research Organization / Contract Manufacturing Organization Vs. Drug Manufacturing
Industry Supplier: Leading Business Concerns For The Period 2009-2010 Among Global Drug Manufacturing Industry Buyers And
Suppliers (% All Respondents), 2009 46
Table 20: Leading Business Concerns For The Period 2009-2010 Among Global Drug Manufacturing Industry Buyers And Suppliers
By Region: North America, Europe, Asia-Pacific, Rest Of World (% All Respondents), 2009 47
Table 21: Most Important Actions Being Implemented To Overcome Leading Business Concerns In 2009-2010 In The Global Drug
Manufacturing Industry (Analysis Of All Respondents), 2009 48
Table 22: Most Important Actions Being Implemented To Overcome Leading Business Concerns In 2009-2010 In The Global Drug
Manufacturing Industry ' Senior Level Responses Only, 2009 49
Table 23: Most Important Actions Being Implemented By Drug Manufacturers, Contract Research Organizations / Contract
Manufacturing Organizations To Overcome Leading Business Concerns In 2009-2010 In The Global Drug Manufacturing Industry
(Analysis Of Drug Manufacturer, Contract Research Organization / Contract Manufacturing Organization Respondents), 2009 50
Table 24: Most Important Actions Being Implemented By Drug Manufacturing Industry Suppliers To Overcome Leading Business
Concerns In 2009-2010 In The Global Drug Manufacturing Industry (Analysis Of Drug Manufacturing Industry Suppliers
Table 25: The Most Important Actions For Suppliers To Take To Maintain And Secure Buyer Business During The Recession In The
Global Drug Manufacturing Industry: Supplier Responses Versus All Buyer Responses (% All Respondents), 2009 53
Global Drug Manufacturing Industry: Drug Manufacturer Versus Contract Research Organization / Contract Manufacturing
Organization (% Buyer Respondents), 2009 55
Global Drug Manufacturing Industry: Analysis Of Buyer Respondents By Company Turnover (% Buyer Respondents), 2009 56
Global Drug Manufacturing Industry: Analysis Of All Buyer Respondents By Procurement Budget (% Buyer Respondents), 2009 57
Global Drug Manufacturing Industry: Analysis Of All Buyer Respondents By Region (% Buyer Respondents), 2009 59
Global Drug Manufacturing Industry: Analysis Of All Buyer Respondents By Purchasing Decision Seniority (% Buyer Respondents
Purchasing Decision Influence), 2009 60
Table 31: Leading Business Opportunities During The Recession In The Global Drug Manufacturing Industry (Analysis Of All
Table 32: Leading Business Opportunities During The Recession In The Global Drug Manufacturing Industry ' Senior Level
Responses Only, 2009 62
Table 33: Leading Business Opportunities For Drug Manufacturers, Contract Research Organizations / Contract Manufacturing
Organizations During The Recession In The Global Drug Manufacturing Industry (Analysis Of Buyer Respondents), 2009 63
Table 34: Leading Business Opportunities For Drug Manufacturing Industry Suppliers During The Recession In The Global Drug
Manufacturing Industry (Analysis Of Supplier Respondents), 2009 63
Table 35: Annual Marketing Budget in US$ by Company Turnover (% Supplier Respondents), Global Drug Manufacturing Industry,
2009 66
Table 36: Annual Marketing Budget in US$ by Region: North America, Europe, Asia-Pacific, Rest of World (% Supplier Respondents),
Global Drug Manufacturing Industry, 2009 68
Table 37: Expected % Change in Marketing Expenditure Levels Over the Next 12 Months by Company Turnover (% Supplier
Respondents), Global Drug Manufacturing Industry, 2009 70
Table 38: Expected % Change in Marketing Expenditure Levels Over the Next 12 Months by Region: North America, Europe,
Asia-Pacific, Rest of World (% Supplier Respondents), Global Drug Manufacturing Industry, 2009 71



Table 39: Expected Increase or Decrease in Expenditure by Media Channel Over the Next 12 Months: Drug Manufacturing Industry
Supplier (% Supplier Respondents), Global Drug Manufacturing Industry, 2009 74
Table 40: Expected Marketing and Sales Technologies to Invest in Over the Next 12 Months by Company Turnover (% Supplier
Table 41: Expected Marketing and Sales Technologies to Invest in Over the Next 12 Months by Region: North America, Europe,
Table 42: Annual Marketing Budget in US$ by Company Turnover (% Buyer Respondents), Global Drug Manufacturing Industry, 2009
84
Table 43: Annual Marketing Budget in US$ by Region: North America, Europe, Asia-Pacific, Rest of World (% Buyer Respondents),
Table 44: Expected % Change in Marketing Expenditure Levels Over the Next 12 Months by Company Turnover (% Buyer
Table 45: Expected % Change in Marketing Expenditure Levels Over the Next 12 Months by Region: North America, Europe,
Asia-Pacific, Rest of World (% Buyer Respondents), Global Drug Manufacturing Industry, 2009 89
Table 46: Expected Increase or Decrease in Expenditure by Media Channel Over the Next 12 Months: Drug Manufacturer / Contract
Research Organization / Contract Manufacturing Organization (% Buyer Respondents), Global Drug Manufacturing Industry, 2009 92
Table 47: Expected Marketing and Sales Technologies to Invest in Over the Next 12 Months by Company Turnover (% Buyer
Table 48: Expected Marketing and Sales Technologies to Invest in Over the Next 12 Months by Region: North America, Europe,
Table 49: Key Marketing Aims Over the Next Year: Drug Manufacturing Industry Supplier (% Supplier Respondents), Global Drug
Manufacturing Industry, 2009 101
Table 50: Most Rated New Media Channels for New Business Generation by Company Turnover (% Supplier Respondents), Global
Drug Manufacturing Industry, 2009 106
Table 51: Most Rated New Media Channels for New Business Generation by Region: North America, Europe, Asia-Pacific, Rest of
World (% Supplier Respondents), Global Drug Manufacturing Industry, 2009 108
Table 52: Expected Adaptations to Marketing Activities During Recession and Recovery by Company Turnover (% Supplier
Table 53: Expected Adaptations to Marketing Activities During Recession and Recovery by Region: North America, Europe,
Table 54: Critical Success Factors for Choosing a Marketing Agency by Expected Change in Future Marketing Expenditure (%
Supplier Respondents), Global Drug Manufacturing Industry, 2009 120
Table 55: Critical Success Factors for Choosing a Marketing Agency by Company Turnover (% Supplier Respondents), Global Drug
Table 56: Critical Success Factors for Choosing a Marketing Agency by Region: North America, Europe, Asia-Pacific, Rest of World
(% Supplier Respondents), Global Drug Manufacturing Industry, 2009 122
Table 57: Marketing Attitudes and Approaches - Level of Agreement With the Following Statements: Drug Manufacturing Industry
Table 58: Key Marketing Aims Over the Next Year: Drug Manufacturing Industry Supplier (% Supplier Respondents), Global Drug
Table 59: Most Rated New Media Channels for New Business Generation by Company Turnover (% Buyer Respondents), Global
Table 60: Most Rated New Media Channels for New Business Generation by Region: North America, Europe, Asia-Pacific, Rest of
World (% Buyer Respondents), Global Drug Manufacturing Industry, 2009 132
Table 61: Expected Adaptations to Marketing Activities During Recession and Recovery by Company Turnover (% Buyer
Table 62: Expected Adaptations to Marketing Activities During Recession and Recovery by Region: North America, Europe,
Table 63: Critical Success Factors for Choosing a Marketing Agency by Expected Change in Future Marketing Expenditure (% Buyer



Table 64: Critical Success Factors for Choosing a Marketing Agency by Company Turnover (% Buyer Respondents), Global Drug
Table 65: Critical Success Factors for Choosing a Marketing Agency by Region: North America, Europe, Asia-Pacific, Rest of World
(% Buyer Respondents), Global Drug Manufacturing Industry, 2009 146
Table 66: Marketing Attitudes and Approaches - Level of Agreement With the Following Statements: Drug Manufacturer / Contract
Research Organization / Contract Manufacturing Organization (% Buyer Respondents), Global Drug Manufacturing Industry, 2009
147
Table 67: Full Survey Results-Closed Questions 148

Table of Tables

1.2 List of Figures
Figure 1: Leading Business Concerns for the Period 2009-2010 Among Global Drug Manufacturing Industry Buyers and Suppliers (%
Figure 2: Global Drug Manufacturing Industry Expectations Of Global Economy Recovery Timings (% All Respondents), 2009 21
Figure 3: Global Drug Manufacturing Industry Expectations Of Global Economy Recovery Timings By Region: North America, Europe,
Figure 4: Global Drug Manufacturing Industry Expectations Of Global Economy Recovery Timings By Company Type: Drug
Manufacturers, Contract Research Organizations / Contract Manufacturing Organizations, Drug Manufacturing Industry Suppliers (%
Figure 5: Company Revenue Growth Optimism In The Global Drug Manufacturing Industry (% All Respondents), 2009 25
Figure 6: Company Revenue Growth Optimism By Global Drug Manufacturing Industry Company Type: Drug Manufacturers, Contract
Research Organizations / Contract Manufacturing Organizations, Drug Manufacturing Industry Suppliers (% All Respondents), 2009
26
Figure 7: Company Revenue Growth Optimism In The Global Drug Manufacturing Industry By Region: North America, Europe,
Figure 8: Drug Manufacturer Industry: Market Predictions Of The Fastest And Slowest Growing Regions (% Drug Manufacturer
Figure 9: Outsource Industry (Contract Research Organization / Contract Manufacturing Organization): Market Predictions Of The
Fastest And Slowest Growing Regions (% Contract Research Organization / Contract Manufacturing Organization Respondents),
2009 32
Figure 10: Drug Manufacturing Industry Supplier Industry: Market Predictions Of The Fastest And Slowest Growing Regions (% Drug
Manufacturing Industry Supplier Respondents), 2009 34
Figure 11: Merger & Acquisition Activity Expectations Over The Next 12 Months In The Global Drug Manufacturer Industry (% Drug
Manufacturer Industry Respondents), 2009 37
Figure 12: Merger & Acquisition Activity Expectations Over The Next 12 Months In The Global Outsource Industry: Contract Research
Organization / Contract Manufacturing Organization (% Contract Research Organization / Contract Manufacturing Organization
Industry Respondents), 2009 38
Figure 13: Merger & Acquisition Activity Expectations Over The Next 12 Months In The Global Drug Manufacturing Industry Supplier
Industry (% Drug Manufacturing Industry Supplier Industry Respondents), 2009 39
Figure 14: Leading Business Concerns For The Period 2009-2010 Among Global Drug Manufacturing Industry Buyers And Suppliers
(% All Respondents), 2009 44
Figure 15: Drug Manufacturer Vs. Contract Research Organization / Contract Manufacturing Organization Vs. Drug Manufacturing
Industry Supplier: Leading Business Concerns For The Period 2009-2010 Among Global Drug Manufacturing Industry Buyers And
Suppliers (% All Respondents), 2009 45
Figure 16: The Most Important Actions For Suppliers To Take To Maintain And Secure Buyer Business During The Recession In The
Global Drug Manufacturing Industry: Supplier Responses Versus All Buyer Responses (% All Respondents), 2009 52
Global Drug Manufacturing Industry: Drug Manufacturer Versus Contract Research Organization / Contract Manufacturing
Organization (% Buyer Respondents), 2009 54



Global Drug Manufacturing Industry: Analysis Of All Buyer Respondents By Region (% Buyer Respondents), 2009 58
Figure 19: Annual Marketing Budget in US$: Drug Manufacturing Industry Supplier (% Supplier Respondents), Global Drug
Figure 20: Annual Marketing Budget in US$ by Company Turnover (% Supplier Respondents), Global Drug Manufacturing Industry,
2009 66
Figure 21: Annual Marketing Budget in US$ by Region: North America, Europe, Asia-Pacific, Rest of World (% Supplier
Figure 22: Expected % Change in Marketing Expenditure Levels Over the Next 12 Months: Drug Manufacturing Industry Supplier (%
Figure 23: Expected % Change in Marketing Expenditure Levels Over the Next 12 Months by Company Turnover (% Supplier
Figure 24: Expected % Change in Marketing Expenditure Levels Over the Next 12 Months by Region: North America, Europe,
Figure 25: Expected Increase or Decrease in Expenditure by Media Channel Over the Next 12 Months: Drug Manufacturing Industry
Figure 26: Expected Increase in Expenditure by Media Channel Over the Next 12 Months by Company Turnover (% Supplier
Figure 27: Expected Increase in Expenditure by Media Channel Over the Next 12 Months by Region: North America, Europe,
Figure 28: Expected Marketing and Sales Technologies to Invest in Over the Next 12 Months: Drug Manufacturing Industry Supplier
(% Supplier Respondents), Global Drug Manufacturing Industry, 2009 77
Figure 29: Expected Marketing and Sales Technologies to Invest in Over the Next 12 Months by Company Turnover (% Supplier
Figure 30: Expected Marketing and Sales Technologies to Invest in Over the Next 12 Months by Region: North America, Europe,
Figure 31: Annual Marketing Budget in US$: Drug Manufacturer / Contract Research Organization / Contract Manufacturing
Organization (% Buyer Respondents), Global Drug Manufacturing Industry, 2009 82
Figure 32: Annual Marketing Budget in US$ by Company Turnover (% Buyer Respondents), Global Drug Manufacturing Industry,
2009 83
Figure 33: Annual Marketing Budget in US$ by Region: North America, Europe, Asia-Pacific, Rest of World (% Buyer Respondents),
Figure 34: Expected % Change in Marketing Expenditure Levels Over the Next 12 Months: Drug Manufacturer / Contract Research
Organization / Contract Manufacturing Organization (% Buyer Respondents), Global Drug Manufacturing Industry, 2009 87
Figure 35: Expected % Change in Marketing Expenditure Levels Over the Next 12 Months by Company Turnover (% Buyer
Figure 36: Expected % Change in Marketing Expenditure Levels Over the Next 12 Months by Region: North America, Europe,
Figure 37: Expected Increase or Decrease in Expenditure by Media Channel Over the Next 12 Months: Drug Manufacturer / Contract
Research Organization / Contract Manufacturing Organization (% Buyer Respondents), Global Drug Manufacturing Industry, 2009 91
Figure 38: Expected Increase in Expenditure by Media Channel Over the Next 12 Months by Company Turnover (% Buyer
Figure 39: Expected Increase in Expenditure by Media Channel Over the Next 12 Months by Region: North America, Europe,
Figure 40: Expected Marketing and Sales Technologies to Invest in Over the Next 12 Months: Drug Manufacturer / Contract Research
Figure 41: Expected Marketing and Sales Technologies to Invest in Over the Next 12 Months by Company Turnover (% Buyer
Figure 42: Expected Marketing and Sales Technologies to Invest in Over the Next 12 Months by Region: North America, Europe,



Figure 43: Key Marketing Aims Over the Next Year: Drug Manufacturing Industry Supplier (% Supplier Respondents), Global Drug
Figure 44: Most Important Key Marketing Aims Over the Next Year by Expected Change in Future Marketing Expenditure (% Supplier
Figure 45: Most Important Key Marketing Aims Over the Next Year by Company Turnover (% Supplier Respondents), Global Drug
Figure 46: Most Important Key Marketing Aims Over the Next Year by Region: North America, Europe, Asia-Pacific, Rest of World (%
Figure 47: Most Rated New Media Channels for New Business Generation: Drug Manufacturing Industry Supplier (% Supplier
Figure 48: Most Rated New Media Channels for New Business Generation by Company Turnover (% Supplier Respondents), Global
Figure 49: Most Rated New Media Channels for New Business Generation by Region: North America, Europe, Asia-Pacific, Rest of
World (% Supplier Respondents), Global Drug Manufacturing Industry, 2009 107
Figure 50: Importance of ROI Metric Types for Measuring Media Campaigns: Drug Manufacturing Industry Supplier (% Supplier
Figure 51: Expected Adaptations to Marketing Activities During Recession and Recovery: Drug Manufacturing Industry Supplier (%
Figure 52: Expected Adaptations to Marketing Activities During Recession and Recovery by Company Turnover (% Supplier
Figure 53: Expected Adaptations to Marketing Activities During Recession and Recovery by Region: North America, Europe,
Figure 54: Expected Change in Face-To-Face Meetings Over the Next 12 Months: Drug Manufacturing Industry Supplier (% Supplier
Figure 55: Expected Change in Face-To-Face Meetings Over the Next 12 Months by Company Turnover (% Supplier Respondents),
Figure 56: Expected Change in Face-To-Face Meetings Over the Next 12 Months by Region: North America, Europe, Asia-Pacific,
Rest of World (% Supplier Respondents), Global Drug Manufacturing Industry, 2009 117
Figure 57: Critical Success Factors for Choosing a Marketing Agency: Drug Manufacturing Industry Supplier (% Supplier
Figure 58: Critical Success Factors for Choosing a Marketing Agency by Expected Change in Future Marketing Expenditure (%
Figure 59: Key Marketing Aims Over the Next Year: Drug Manufacturer / Contract Research Organization / Contract Manufacturing
Organization (% Buyer Respondents), Global Drug Manufacturing Industry, 2009 124
Figure 60: Most Important Key Marketing Aims Over the Next Year by Expected Change in Future Marketing Expenditure (% Buyer
Figure 61: Most Important Key Marketing Aims Over the Next Year by Company Turnover (% Buyer Respondents), Global Drug
Figure 62: Most Important Key Marketing Aims Over the Next Year by Region: North America, Europe, Asia-Pacific, Rest of World (%
Buyer Respondents), Global Drug Manufacturing Industry, 2009 128
Figure 63: Most Rated New Media Channels for New Business Generation: Drug Manufacturer / Contract Research Organization /
Contract Manufacturing Organization (% Buyer Respondents), Global Drug Manufacturing Industry, 2009 129
Figure 64: Most Rated New Media Channels for New Business Generation by Company Turnover (% Buyer Respondents), Global
Figure 65: Most Rated New Media Channels for New Business Generation by Region: North America, Europe, Asia-Pacific, Rest of
World (% Buyer Respondents), Global Drug Manufacturing Industry, 2009 131
Figure 66: Importance of ROI Metric Types for Measuring Media Campaigns: Drug Manufacturer / Contract Research Organization /
Contract Manufacturing Organization (% Buyer Respondents), Global Drug Manufacturing Industry, 2009 133
Figure 67: Expected Adaptations to Marketing Activities During Recession and Recovery: Drug Manufacturer / Contract Research



Figure 68: Expected Adaptations to Marketing Activities During Recession and Recovery by Company Turnover (% Buyer
Figure 69: Expected Adaptations to Marketing Activities During Recession and Recovery by Region: North America, Europe,
Figure 70: Expected Change in Face-To-Face Meetings Over the Next 12 Months: Drug Manufacturer / Contract Research
Figure 71: Expected Change in Face-To-Face Meetings Over the Next 12 Months by Company Turnover (% Buyer Respondents),
Figure 72: Expected Change in Face-To-Face Meetings Over the Next 12 Months by Region: North America, Europe, Asia-Pacific,
Rest of World (% Buyer Respondents), Global Drug Manufacturing Industry, 2009 141
Figure 73: Critical Success Factors for Choosing a Marketing Agency: Drug Manufacturer / Contract Research Organization / Contract
Manufacturing Organization (% Buyer Respondents), Global Drug Manufacturing Industry, 2009 142
Figure 74: Critical Success Factors for Choosing a Marketing Agency by Expected Change in Future Marketing Expenditure (% Buyer

List of Figures



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