But the pharmaceutical industry is still hesitant when it comes to the Internet. After all, 42 percent now fashion their own product or Theme site. But what is the rest? A glance on the conventional forms of advertising: ads (32 percent) and sales AIDS for the field (79 percent) are classic tools and remain stable. Only planning mailings goes slightly compared to the previous year (fig. 1). The views of the media planning in the coming year shows: the classic ad format trumped (40 percent) clearly special advertising forms (16 percent) and banner circuits (12 percent). TV and radio spots are still lagging behind.
But why seems to be little to move the market and little new ventures? Does it relate to the budget? High competition and price pressure affecting budgeting also for 2013 the respondents forecast an increase in the competition (91 percent) and price pressure (89 percent). Possible reason? According to a survey by the Association of research-based pharmaceutical companies (VFA), 442 new products from more than 130 diseases could get until end of next year the approval for the treatment. But regular exercise not only the numerous new launches Expression, also the strong generic drug market is the original manufacturers: profits by 23 per cent are not uncommon as well (DAZ-online, 25.10.2012). And this is reflected also in the marketing budget. One-third of the respondents posed already by a reduction in its resources and 38 per cent hopes to be able to take advantage of a stable budget.
A glimmer of hope remains: there are new launches or the growing generics market, but nearly 30 per cent are even more available funds from (fig. 2). And that seems especially given that 80 percent of the lofty goal seek to increase the purchase and readiness for regulation to be a horribly. The brand makes it clear the markets that are communication targets for 2013: exploiting the product brand value in the foreground of the communication activities is for 75 percent of those surveyed, almost 40 percent plans an update of the product brand the company’s brand as such puts something in the background (27 percent) for the first time for years.