市场调查报告书
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1470881
药品行销市场:按类别、分布、经营模式- 2024-2030 年全球预测Pharmaceutical Marketing Market by Category (Conference Marketing, PPC Advertising, Print Advertising), Distribution (Generic Drug Marketing, Institutional Supply, Online Pharmacies), Business Model - Global Forecast 2024-2030 |
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预计2023年药品行销市场规模为411.9亿美元,预计2024年将达460.3亿美元,2030年将达到925.5亿美元,复合年增长率为12.26%。
药品市场包括人类使用的各种药物的发现、市场开拓、生产和分销,并且由于多种因素正在经历显着增长。其中包括全球慢性病的增加、导致创新新药发现的医学进步、鼓励研发活动投资的有利政府政策以及製药和生物技术公司之间的策略联盟。促进该行业成长的显着机会包括基于遗传资讯进行标靶治疗的个人化医疗、向经济快速增长的新兴市场扩张以及远端医疗服务和电子健康记录。然而,该行业面临一定的限制和挑战,包括严格的法规环境,可能会延迟产品核可并对新药施加销售限制。此外,与药物发现和开发相关的高成本可能会导致定价压力,从而影响患者的便利性。假药对病人安全构成严重威胁,并损害正品药品的声誉。然而,人们对抗药性病原体的日益担忧需要抗生素研究的持续创新,并进一步推动药品行销需求。
主要市场统计 | |
---|---|
基准年[2023] | 411.9亿美元 |
预测年份 [2024] | 460.3亿美元 |
预测年份 [2030] | 925.5亿美元 |
复合年增长率(%) | 12.26% |
网站页面和宣传活动对于类别药物商业化的药品行销策略非常重要
在充满活力的製药产业中,会议行销、PPC 广告、平面广告、社群媒体宣传活动、电视广告、网站页面和宣传活动是产品商业化的重要技术。学术行销透过医疗资讯管理系统协会 (HIMSS)、美国医学会 (AMA) 和欧洲药品管理局 (EMA) 等知名组织赞助的活动促进与医疗保健专业人员 (HCP) 的互动。此外,成功的药品行销策略将基本的会议行销策略与 PPC 广告等数位方法结合,同时保留印刷广告等传统方法。社群媒体提供了宝贵的患者互动机会以及电视广告的广泛影响,但必须考虑成本挑战。透过网站进行有效的线上展示使这项全面的行销工作更加圆满。此外,有吸引力的网站页面和宣传活动可以提高回应速度和易用性,从而可以与目标受众直接沟通。
分销:PCD Pharmaceutical 专利权使整个製药公司能够快速扩张市场。
学名药行销旨在普及与品牌药物具有相同活性成分的价格实惠的非品牌药物,重点是可用性和有效性。医疗药品满足医院、诊所、疗养院和辅助生活设施等医疗机构的需求,这些机构需要根据特定的交付时间表提供大量药品。与传统药局相比,由于消费者越来越偏好便利、隐私和有竞争力的价格,网路药局越来越受欢迎。非处方药 (OTC) 行销重点关注无需医生处方笺即可购买的非处方笺药,其驱动力是自我护理趋势和消费者健康意识的提高。促销和分销(PCD)药品专利权模式是指现有製药公司透过与在特定地区拥有独家行销和分销权的当地企业家合作来扩大其市场份额。这种方法提供了扩充性、经济高效的成长和更高的品牌知名度。透过采用针对每个细分市场量身定制的策略,製造商可以满足多样化的需求,同时最大限度地提高收益成长潜力。
经营模式:B2B 行销强调采用更具技术性的方法,以满足监管机构设定的高标准,同时提供有价值的医疗保健解决方案。
B2B 药品行销是指向医疗保健提供者、医院和研究机构等组织销售产品和服务。这种方法促进创新和长期合作伙伴关係,与领先的製造商投资于研发倡议。相较之下,B2C药品行销以个人消费者为目标,透过电视广告和社群媒体等多种管道推广成药药和处方药。该模型优先考虑便利性、可访问性和品牌信任。 B2B 和 B2C 药品行销之间的明显差异在于其目标受众。
区域洞察
美国因其人口众多、人均医疗保健支出高以及促进创新的健全智慧财产权法而在全球医药市场占据主导地位。儘管与美国市场相比,加拿大的製药业规模较小,但以其专注于生物製药研发而闻名。在欧洲,欧盟正在大力投资「地平线 2020」等研究计划,透过资助应对重大健康挑战的计划来促进创新。在欧洲、中东和非洲地区,糖尿病和心血管疾病等与文明病盛行率不断上升,推动了中东市场对品牌药品的需求。该地区各国政府旨在透过投资生产设施和当地人才培训计画来振兴当地製药业。在非洲,南非、奈及利亚和肯亚国家在医药支出方面处于领先地位,重点关注爱滋病毒/爱滋病、疟疾和结核病等感染疾病,这些疾病的潜力开拓。在亚太地区,特别是在中国、印度、日本和澳大利亚,政府改善健康的措施正在透过奖励开发新药积极促进创新。此外,对专利、研发、投资趋势和策略倡议的持续监控预计将有助于识别药品行销领域的全球成长机会。
FPNV定位矩阵
FPNV定位矩阵对于评估药品行销市场至关重要。我们检视与业务策略和产品满意度相关的关键指标,以对供应商进行全面评估。这种深入的分析使用户能够根据自己的要求做出明智的决策。根据评估,供应商被分为四个成功程度不同的像限:前沿(F)、探路者(P)、利基(N)和重要(V)。
市场占有率分析
市场占有率分析是一种综合工具,可以对药品行销市场中供应商的现状进行深入而深入的研究。全面比较和分析供应商在整体收益、基本客群和其他关键指标方面的贡献,以便更好地了解公司的绩效及其在争夺市场占有率时面临的挑战。此外,该分析还提供了对该行业竞争特征的宝贵见解,包括在研究基准年观察到的累积、分散主导地位和合併特征等因素。这种详细程度的提高使供应商能够做出更明智的决策并制定有效的策略,从而在市场上获得竞争优势。
1. 市场渗透率:提供有关主要企业所服务的市场的全面资讯。
2. 市场开拓:我们深入研究利润丰厚的新兴市场,并分析其在成熟细分市场的渗透率。
3. 市场多元化:提供有关新产品发布、开拓地区、最新发展和投资的详细资讯。
4. 竞争评估和情报:对主要企业的市场占有率、策略、产品、认证、监管状况、专利状况和製造能力进行全面评估。
5. 产品开发与创新:提供对未来技术、研发活动和突破性产品开发的见解。
1.医药行销市场的市场规模与预测是多少?
2.在药品行销市场的预测期间内,有哪些产品、细分市场、应用和领域需要考虑投资?
3. 药品行销市场的技术趋势和法规结构是什么?
4.药品行销市场主要厂商的市场占有率是多少?
5.进入药品行销市场的合适型态和策略手段是什么?
[195 Pages Report] The Pharmaceutical Marketing Market size was estimated at USD 41.19 billion in 2023 and expected to reach USD 46.03 billion in 2024, at a CAGR 12.26% to reach USD 92.55 billion by 2030.
The pharmaceutical market, comprising the discovery, development, production, and distribution of a wide array of medicinal products for human use, is experiencing significant growth due to various factors. These include an increase in chronic diseases worldwide, advancements in medical sciences leading to innovative drug discoveries, favorable government policies encouraging investments in R&D activities, and strategic collaborations between pharmaceutical and biotechnology firms. Notable opportunities contributing to this industry's growth involve personalized medicine based on genetic information for targeted therapies; expansion into emerging markets with rapidly growing economies; digital transformation initiatives such as telemedicine services and electronic health records; adoption of artificial intelligence (AI) and machine learning (ML) tools in drug discovery processes; and increased focus on developing new vaccines to tackle global infectious diseases. However, the industry faces certain limitations and challenges such as stringent regulatory environments potentially delaying product approvals or imposing marketing restrictions on new drugs. Additionally, high costs associated with drug discovery and development can result in pricing pressures affecting patient accessibility. Counterfeit medicines pose a significant threat to patient safety and tarnish the reputation of genuine pharmaceutical products. However, growing concerns over drug-resistant pathogens necessitate continuous innovation in antibiotic research, which further facilitates the marketing need of pharmaceutical products.
KEY MARKET STATISTICS | |
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Base Year [2023] | USD 41.19 billion |
Estimated Year [2024] | USD 46.03 billion |
Forecast Year [2030] | USD 92.55 billion |
CAGR (%) | 12.26% |
Category: Website pages & campaigns are crucial in pharmaceutical marketing strategies for commercializing pharma product
In the dynamic pharmaceutical industry, conference marketing, PPC advertising, print advertising, social media campaigns, TV commercials, and website pages & campaigns are important techniques deployed to commercialize the product. Conference marketing facilitates interaction with healthcare professionals (HCPs) through events organized by renowned entities such as The Healthcare Information and Management Systems Society (HIMSS), American Medical Association(AMA), and European Medicines Agency(EMA). Moreover, successful pharmaceutical marketing strategies combine essential conference marketing tactics with digital approaches such as PPC advertising while maintaining traditional methods like print ads. Social media offers valuable patient interaction opportunities alongside TV commercials' widespread impact but must account for cost challenges. Effective online presence through websites rounds out these comprehensive marketing efforts. Furthermore, engaging website pages & campaigns allow direct communication with target audiences with enhanced responsiveness and user-friendliness.
Distribution: PCD pharma franchises enable rapid market expansion for over-all pharmaceutical companies
Generic drug marketing aims to promote affordable, non-branded medications with identical active ingredients as branded counterparts, focusing on accessibility and efficacy. The institutional supply segment addresses the demands of healthcare institutions in hospitals, clinics, nursing homes, and long-term care facilities requiring bulk pharmaceutical supplies following specific delivery schedules. Online pharmacies are gaining traction due to consumers' increasing preference for convenience, privacy, and competitive pricing compared to traditional pharmacies. Over-the-counter (OTC) marketing focuses on non-prescription drugs available without a physician's prescription, driven by self-care trends and increased health awareness among consumers. The Propaganda cum Distribution (PCD) pharma franchise model enables established pharmaceutical companies to expand their market presence through partnerships with local entrepreneurs holding exclusive marketing and distribution rights within specific territories. This approach offers scalability, cost-effective growth, and enhanced brand recognition. By adopting tailored strategies for each segment, manufacturers can cater to diverse needs while maximizing revenue growth potential.
Business Model: B2B marketing emphasize more technical approach to meet the high standards set by regulatory agencies while providing valuable healthcare solutions
B2B pharmaceutical marketing involves selling products and services to organizations such as healthcare providers, hospitals, and research institutions. This approach fosters innovation and long-term partnerships, with major manufacturers investing in research and development initiatives. In contrast, B2C pharmaceutical marketing targets individual consumers by promoting over-the-counter medications or prescription drugs through various channels such as television commercials or social media. This model prioritizes convenience, accessibility, and brand trust. The distinct difference between B2B and B2C pharmaceutical marketing lies in their target audiences - organizations versus individual consumers.
Regional Insights
The U.S. signifies its dominance in the global pharmaceutical market due to its large population, high per capita healthcare spending, and robust intellectual property laws that encourage innovation. While Canada's pharmaceutical sector is smaller in comparison to the US market, it is noted for its focus on biopharmaceutical research and development. In Europe, the EU has heavily invested in research initiatives such as Horizon 2020 to foster innovation by funding projects that address major health challenges. In the EMEA region, Middle Eastern markets are experiencing increased demand for branded drugs due to the rising prevalence of diabetes and cardiovascular disorders as lifestyle diseases. Governments within this region aim to boost local pharma landscapes through investments in manufacturing facilities and education programs for local talent. Africa holds untapped potential with countries in South Africa, Nigeria, and Kenya leading pharmaceutical spending while focusing on infectious diseases such as HIV/AIDS, malaria, tuberculosis, and others. Government initiatives toward health improvement in the Asia-Pacific region, particularly in China, India, Japan, Australia actively promoted innovation through incentives for new drug development. Moreover, constant monitoring of patents, research developments, investment trends, and strategic initiatives is expected to aid in identifying growth opportunities worldwide within the pharmaceutical marketing landscape.
FPNV Positioning Matrix
The FPNV Positioning Matrix is pivotal in evaluating the Pharmaceutical Marketing Market. It offers a comprehensive assessment of vendors, examining key metrics related to Business Strategy and Product Satisfaction. This in-depth analysis empowers users to make well-informed decisions aligned with their requirements. Based on the evaluation, the vendors are then categorized into four distinct quadrants representing varying levels of success: Forefront (F), Pathfinder (P), Niche (N), or Vital (V).
Market Share Analysis
The Market Share Analysis is a comprehensive tool that provides an insightful and in-depth examination of the current state of vendors in the Pharmaceutical Marketing Market. By meticulously comparing and analyzing vendor contributions in terms of overall revenue, customer base, and other key metrics, we can offer companies a greater understanding of their performance and the challenges they face when competing for market share. Additionally, this analysis provides valuable insights into the competitive nature of the sector, including factors such as accumulation, fragmentation dominance, and amalgamation traits observed over the base year period studied. With this expanded level of detail, vendors can make more informed decisions and devise effective strategies to gain a competitive edge in the market.
Key Company Profiles
The report delves into recent significant developments in the Pharmaceutical Marketing Market, highlighting leading vendors and their innovative profiles. These include Amgen Inc., AstraZeneca PLC, Biogen Inc., Boehringer Ingelheim International GmbH, Bristol Myers Squibb Company, Eli Lilly & Company, F. Hoffmann-La Roche AG, GlaxoSmithKline PLC, Merck & Co. Inc., Novartis AG, Novo Nordisk A/S, Pfizer Inc., Sanofi S.A., Takeda Pharmaceutical Company Limited, and Teva Pharmaceutical Industries Ltd..
Market Segmentation & Coverage
1. Market Penetration: It presents comprehensive information on the market provided by key players.
2. Market Development: It delves deep into lucrative emerging markets and analyzes the penetration across mature market segments.
3. Market Diversification: It provides detailed information on new product launches, untapped geographic regions, recent developments, and investments.
4. Competitive Assessment & Intelligence: It conducts an exhaustive assessment of market shares, strategies, products, certifications, regulatory approvals, patent landscape, and manufacturing capabilities of the leading players.
5. Product Development & Innovation: It offers intelligent insights on future technologies, R&D activities, and breakthrough product developments.
1. What is the market size and forecast of the Pharmaceutical Marketing Market?
2. Which products, segments, applications, and areas should one consider investing in over the forecast period in the Pharmaceutical Marketing Market?
3. What are the technology trends and regulatory frameworks in the Pharmaceutical Marketing Market?
4. What is the market share of the leading vendors in the Pharmaceutical Marketing Market?
5. Which modes and strategic moves are suitable for entering the Pharmaceutical Marketing Market?