PharmExec Blog

Big Pharma Reps Still Competing with Local Players in Emerging Markets

Although pharma is an increasingly global marketplace, the relative rankings of companies are becoming more localized — with significant variations — according to a new Cegedim survey of physician attitudes towards reps in the major western markets and Brazil, India, Russia, and China. According to the International Rep Quality survey, physicians tend to favor domestic pharmaceutical companies with regard to certain qualities and services, but also show a preference for companies with extensive experience in western markets.

The survey incorporated responses from more than 4,000 physicians worldwide. Reps were rated on a number of criteria such as objective and ethical behavior, quality of medical information, and professional relationship. Physicians were asked to rank the leading three companies by the above criteria, according to their experience and perception.

In India, when physicians were queried about “quality of professional relationship”, domestic companies received better ratings, with Mankind, Cipla, Lilly and Lupin topping the rankings; in China, doctors rated domestic player Yangtze River well when it came to objective and ethical behavior, but also gave high marks for western companies like GlaxoSmithKline, Merck, and Pfizer.

In Brazil, Eurofarma, GlaxoSmithKline and Bayer scored best among secondary care specialists, while in Japan, when asked about quality of information provided, primary care doctors gave Tsumura, GlaxoSmithKline, AstraZeneca, Takeda and Shionogi the highest ratings.

“[T]he companies that have risen to the top have honed their ability and skills in terms of what doctors want,” Christopher Wooden, Cegedim Strategic Data’s director of global sales and marketing told Pharmaceutical Executive. “In the emerging markets they are taking their experience with them.”

For further survey results, click here.

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