关键词：制药,广告营销,支出,2014
2015年4月2日讯 /生物谷BIOON/ --中国有句老话“酒香不怕巷子深”，意思是说如果酒酿得好，即便是在很深的巷子里，也会有人闻香知味前来品尝。现在这句话已近一步引申为，只要是好的产品就不怕没有市场。然而，随着信息化时代的到来，好酒更需要从深巷中走出，才能收获更大的市场。而这一理念同样适用于医药行业：好的药品需要“广而告之”，才能够取得更大的商业成功。
近日，媒体洞察及行业分析领导者Kantar Media（坎塔媒体）发布最新研究报告指出，美国各行业在2014年的总广告支出达到了1412亿美元，较上一年增长0.7%。TOP 100企业中，宝洁（P&G）以23.36亿美元稳居榜首，而美国制药巨头辉瑞（Pfizer）是唯一一个进入榜单前10名的药企，该公司在2014年的广告支出达到了14亿美元，较2013年上涨23.0%。
报告指出，医药领域，2014年处方药消费者广告支出为45亿美元，较2013年增长21%，其中辉瑞以绝对的优势高居榜首。另据尼尔森（Nielsen）数据，辉瑞在2014年的药品广告支出是排在其后的艾伯维（AbbVie）、阿斯利康（AZN）和礼来（Eli Lilly）3家药企广告支出的总和。这一年，辉瑞仅电视广告支出就达到了7.52亿美元，比第二名艾伯维（AbbVie）总的广告支出多出一倍不止。
尼尔森数据指出，直接面向消费者广告支出TOP 10处方药中，辉瑞独揽了7个，其中疼痛药物Lyrica、勃起功能障碍（ED）药物威尔刚（Viagra）、抗凝血剂Eliquis进入榜单前5名。辉瑞在2014年的销售额为457亿美元，而这7个药物合计贡献了105亿美元。TOP 10处方药中，礼来的ED药物希爱力（Cialis）以2.1亿美元的广告支出位居榜首。
然而，制药企业在消费者广告方面的支出仍然远低于在医生及医院方面的支出。根据美国政府的一个数据库，药品和医疗器械制造商支付给医生和医院的相关费用，仅2013年前5个月就达到了35亿美元，2013年一整年大约为80亿美元。（生物谷Bioon.com）
英文原文：It's Like Viagra for Pharma Ads: Pfizer's $1.4 Billion Marketing Blitz
Pfizer Inc.’s tab to keep its best-selling drugs on top and turn its newer ones into tomorrow’s blockbusters? More than $1 billion.
America’s biggest drugmaker led the pharmaceutical industry in advertising in 2014, boosting spending even as other corporate giants such as Procter & Gamble Co., Toyota Motor Corp. and L’Oreal SA cut back, according to data from Kantar Media.
Drug industry spending on consumer ads grew to $4.54 billion last year, 21 percent more than in 2013, according to research firm Nielsen NV. New York-based Pfizer led its peers by a wide margin, spending $751.9 million on television ads, more than double second-biggest spender AbbVie Inc. In total, it spent $1.1 billion to $1.4 billion, according to data from Nielsen and Kantar.
“When you’re in a leadership position, what advertising does is it defends your brands,” said marketing consultant Laura Ries, president of Ries & Ries, a brand strategy firm based in Atlanta. “Pfizer’s raising that bar so that other players are less likely to be heard.”
Pfizer had seven of the top 10 most-advertised drug brands, according to data from Nielsen, with ads for erectile dysfunction drug Viagra, blood-thinner Eliquis and arthritis drug Xeljanz all in the top five. Those are among its biggest sellers, and made up $10.5 billion of Pfizer’s $45.7 billion in drug sales last year.
Drugs for chronic conditions dominate the top 10, as pharmaceutical companies increasingly use TV to advertise to the baby boomer generation who are more likely to be in need of such therapies.
“Older people, they’re the ones watching the nightly news and it’s one pharmaceutical ad after another,” Ries said. “You see those few industries that really have a focus that they’re not trying to reach everybody. If that tends to be an older consumer, we tend to know where they are.”
The U.S. began permitting TV ads for prescription drugs in 1997 and is the only country, besides New Zealand, that allows them. Since then, direct-to-consumer ads have boomed, to $5.4 billion in 2005 from $1.2 billion in 1998, according to a 2011 study published in the journal Pharmacy & Therapeutics.
The industry’s ad spending still doesn’t come close on what it spends on doctors who prescribe its products. In the first five months of 2013, drug and medical device makers paid doctors and hospitals $3.5 billion in grants, fees and royalties, according to a U.S. government database. That works out to about $8 billion a year.
Pfizer declined to comment on its direct-to-consumer marketing strategy. John Mack, the publisher of Pharma Marketing News, said this isn’t the first time the company has outspent its peers on direct-to-consumer advertising.
“Pfizer probably can afford it more than any other pharmaceutical company,” he said, adding the drugmaker is looking to market therapies for diabetics and to people seeking to quit smoking. “TV is very good for reaching these large populations but it’s very expensive, it’s probably the most expensive form, so that ups the amount of dollars that are spent whereas some other pharmaceutical companies may be putting their money into other media that’s not as expensive like print or Internet.
(责任编辑：yixin.zhang)
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