How Changes in Pharmaceutical Marketing Affect STM Publishers

Author: David Bousfield, Affilate Analyst

In Outsell’s opinion, the future of pharmaceutical marketing will be gradually transformed by regulatory, payer, and government interventions on the one hand, and by major structural challenges to the pharmaceutical industry on the other. These will converge to permanently and radically reduce the overall amount and pattern of promotional spending. In this report, we predict that educational and social networking resources designed specifically for the consumer, the patient, or the physician are where the money will go, and we present some examples of where this growth may come from in the future. The report examines how the continued fall in advertising revenues seen over the past couple of years may seriously impact profitability and even financial viability if publishers fail to develop alternative business models aligned to compensate for these shifts. The report contains:

- Analysis of key concepts and facts relating to pharmaceutical marketing;
- A look at pharma marketing channels today, and the impact of the economic recession;
- Data on pharma marketing spending trends;
- A look at market disruptors and trends, and the key consequences of these;
- Essential actions for publishers and information providers.