Emerging Business Models in the Pharmaceutical Industries ...
Emerging Business Models in the Pharmaceutical Industries ...
Emerging Business Models in the Pharmaceutical Industries ...
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Large Spend<strong>in</strong>g on DTC<br />
All <strong>the</strong> Big Pharmas are<br />
spend<strong>in</strong>g considerable<br />
amounts on DTC, with Pfizer<br />
show<strong>in</strong>g <strong>the</strong> highest spend.<br />
O<strong>the</strong>r Big Pharmas have<br />
spent each over $100 million<br />
on DTC .<br />
Pharma companies are<br />
convert<strong>in</strong>g prescription drugs<br />
to DTC/OTC drugs through<br />
brand market<strong>in</strong>g. This model<br />
helps companies to avoid<br />
problems result<strong>in</strong>g from<br />
patent expiration.<br />
Benchmark<strong>in</strong>g - by DTC Spend<strong>in</strong>g<br />
700<br />
600<br />
500<br />
400<br />
300<br />
200<br />
100<br />
0<br />
DTC Spend<strong>in</strong>g by Big Pharmas (<strong>in</strong> million US$)<br />
Source: JSB Intelligence<br />
Pfizer Inc<br />
GlaxoSmithKl<strong>in</strong>e plc<br />
Merck & Co.<br />
Johnson & Johnson<br />
AstraZeneca plc<br />
Novartis<br />
Aventis<br />
Bristol Myers Squibb<br />
Strategic Analysis of <strong>the</strong> Pharma Market, Future Revenue <strong>Models</strong> and Key Players 53
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