Medical Marketers’ Budget Allocations

March 7, 2016

MM&M-Medical-Marketers-Budget-Allocations-Mar2016Source: Medical Marketing & Media (MM&M)

    Notes: Professionals meetings and conferences occupy the largest share (13.7%) of medical marketing budgets, closely followed by sales representatives (13.3%) and collateral (10.3%), per results from an MM&M survey of senior executives at pharma (45%), biotech (21%), device (28%) and diagnostics (6%) companies. While digital marketing and advertising channels occupy a smaller share of the overall budget, in combination they capture a significant share while also being more commonly used than traditional advertising channels, per the report.

    The results indicate that physicians and specialists are the top-ranked audience by perceived importance according to 62% of respondents, with patients/consumers (15% ranking first) next on the list.

    Overall, 62% of respondents are increasing their marketing budgets. Biotech (71%) companies are the most bullish on budget increases, though a majority of pharma and device (58% each) companies plan to increase their total marketing budgets.

      Related: Share of Digital Ad Dollars Spent on Branding, by Industry, in 2015

        About the Data: The survey was fielded between November 2015 and January 2016 by MM&M in association with Guidemark Health. More than two-thirds of respondents are director-level, with the remaining 31% in the C-suite. 4 in 10 respondents come from companies with more than $500 million in revenues.


        Explore More Articles.

        Marketing Charts Logo

        Stay on the cutting edge of marketing.

        Sign up for our free newsletter.

        You have Successfully Subscribed!

        Pin It on Pinterest

        Share This