Content Buyer Market Profile: Pharmaceutical Industry

With total information services budgets averaging $20 million in top-tier pharmaceutical firms, pharmaceutical industry content expenditures rank high among the industry sectors that Outsell tracks. Compared to their peers in business services, manufacturing, and high tech, content buyers and deployers in the pharmaceutical sector spend, at a minimum, nearly twice as much on content. Information is recognized as a foundation for innovation

- but also as an output of the drug development process. This Briefing identifies the drivers of content use in the pharmaceutical industry. Drawing on Outsell industry benchmarking studies and data on thousands of end users, it analyzes the industry's content spending levels and trends in the use of digital content, user behaviors, content vendor relations, and content management practices. For vendors, this Briefing describes the opportunities and challenges for meeting expanding horizons and novel requirements for content delivery in a voracious Scientific, Technical & Medical (STM) market. For content management executives, the pharmaceutical industry offers a good example of how information managers can break out of traditional roles, re-create their functions, and redefine the value they bring to their organizations.