- April 26, 2025
Experts from PharmaExpert estimate that the value of drug sales for the pharmaceutical market only at the end of 2015 will amount to nearly PLN 30.3 billion. It will be 6.3% more than in the analogous period of 2014. As drug sales increase, advertising expenditure also increases. Only in the first quarter of this year, pharmaceutical companies spent over PLN 262 million on promotion, i.e. by 5% more than in the same period of 2014, according to Codemedia's data.
- In the first quarter of 2015, the pharmaceutical industry spent a little more than in the first quarter of 2014 by about 5%. On the other hand, there is a change in the media. Here not much - about 2 percent. - TV was lost, but the radio gained a lot - emphasized Piotr Bieńko, President of the Management Board of Codemedia, in an interview with Newseria Biznes news agency.
Companies from the pharmaceutical industry were the most willing to use television for promotion, investing in this medium 63% of the marketing budget, i.e. PLN 166 million. Expenditure on television fell by 12 per cent compared to the last quarter of 2014, and by 2 per cent compared to the period January-March 2014. 19 per cent of the expenditure, i.e. over PLN 50 million, concerned radio advertising. Expenses increased by 37% compared to the fourth quarter of 2014 and by as much as 22% compared to the first quarter of the previous year.
- Radio stations give bigger discounts than TV stations and as a result they received a little more from the advertising cake. On the other hand, however, radio stations try to adapt to listeners who do not want many advertisements, e.g. for potency or hemorrhoids," adds Bieńko.
According to him, the increase in Internet spending should be assessed positively. According to Codemedia's data, spending on the Internet consumed 7% of the budget, i.e. over PLN 17 million. This is 68% higher than in October-December 2014 and 6% higher than in the first quarter of the previous year.
- Marketers have noticed that the Internet is at hand at all times. This is no longer just communication via a computer. We already have a lot of mobile devices and we use it practically at any time, because it is one of the sources of searching for information - emphasizes Bieńko. According to him, the Internet will continue to grow in the near future.
In the first months of this year, pharmaceutical companies most often advertised CFCs.
- The beginning of the year is still the cold season. There are also immuno-vitamin agents, as well as those supporting the digestive system - adds the president.
In his opinion, spending on advertising will continue to increase, as more and more companies and products are appearing on the market, which are in strong competition with each other.
- Margins of OTC drugs and dietary supplements manufacturers are still at a very high level, hence the potential for new products. I predict that it will grow, maybe not as dynamically as before, but it will be an upward trend," says Bieńko.
According to him, the whole market will grow at a rate of 5-10 per cent year-on-year.
Bieńko also believes that new varieties of the same pharmaceutical products will appear on the market. According to him, this can be seen on the example of vitamins, where previously vitamin sets were proposed, and now there are vitamin sets for men, separately for children, and in a moment a set taking into account the age of the consumer.
- Producers will diversify and personalize their products in order to meet the needs of different subcategories of consumers - concludes the president.
