Pharma trends 2012, AUSTRALIA
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Pharma trends 2012, AUSTRALIA Pharma trends 2012, AUSTRALIA Presentation Transcript

  • Pharmaceutical Industry Trends in Australia Tiago Antonio Ferreira da Silva September,20th 2012 – Perth Western AustraliaCentral Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
  • Agenda:  Pharmaceutical Industry Profile in Australia  About Pfizer  Forces at work in healthcare  Trends  PEST  Opportunities  Australia Strategy  ConclusionCentral Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
  • Australian Pharmaceutical Market in AUD Billion AUD 22 BILLION Source: IBIS World, Pharmaceuticals Product in Australia, 2011Central Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
  • Australian Pharmaceutical Market in AUD Billion AUD 30.5 BILLION t re cas F o 20 20 Source: IBIS World, Pharmaceuticals Product in Australia, 2011Central Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
  • Australian Pharmaceutical Industry Profile • Australian pharmaceutical industry is ranked 15th largest in the world. • Revenue AUD 22 Billion. • 1% of the global market • $1.02 billion on R&D • Australia’s largest exporter:Aud 4.1Billion.(over 60 countries) • Pharmaceutical Industry employs 44.000 people. • Continuous growth: 2.3%Central Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
  • Global Context • Worldwide industry sales are projected to grow strongly at 7.5 per cent per annum over the next five years. • Project it will reach US$1,158.5 billion in 2014. The markets driving this change will be:Central Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
  • Nobel Australia is a leading country in Research and DevelopmentCentral Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
  • Australia proud history of seven Nobel winners in medicine • Howard Florey (1945: development of penicillin). • Frank Macfarlane Burnet (1960: research on organ transplantation). • John Eccles (1963: research on the transmission of nerve impulses) • Peter Doherty (1996: discoveries concerning the specificity of the cell mediated immune defence) • Barry Marshall and J. Robin Warren (2005: discovery of the bacterium Helicobacter pylori and its role in gastritis and peptic ulcer disease). • Elizabeth Blackburn (2009: research on telomeres, structures at the end of Source: IBIS World, Pharmaceuticals Product chromosomes that protect the chromosome). Manufacturing in Australia, 2011Central Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
  • The Australian model Comprises bio-medical research Biotechnology firms Originator and generic medicines Companies and service related segments including wholesaling and distribution. Source: IBIS World, Pharmaceuticals Product Manufacturing in Australia, 2011Central Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
  • The BusinessCentral Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
  • Pfizer Mission, Vision and Value Mission: Our mission is to apply science and our global resources to improve health and well-being at every stage of life. Vision: “Working together for a healthier World” Central Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
  • About Pfizer • Pfizer was founded in 1849 in New York by a German called Charles Pfizer. • Pfizer has been operating in Australia since 21 May1956. • Employs more than 2,000 people across Australia. • Pfizer has three manufacturing plants based in West Ryde, NSW; Parkville, Victoria; and Perth, Western Australia. • Three plants export a value of $100 million. • More than two million Australians take a Pfizer medicine in any given year . • Nyse:24.07 US dollarCentral Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
  • Pfizer price per Action source:Bloomberg,2012Central Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
  • Pfizer Australia : “ Three manufacturing plants” West Ride, Sydney Victoria Perth These 3 plants export a value of 100 million AUDCentral Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
  • Pfizer R&D Activity Solution… • Developing a new drug is expensive. • Current estimates of the full cost of bringing a new chemical or biological entity to market are around US$1.3 billion. Source: IBIS World, Pharmaceuticals Product Manufacturing in Australia, 2011Central Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
  • Pfizer Partnership • The National Health and Medical Research Council (NHMRC) • Specialised research institutes, eg. Baker, Garvan, Queensland Institute of Medical Research • Universities • The Commonwealth Scientific and Industrial Research Organisation (CSIRO) • Hospitals • Cooperative Research Centres (CRCs). Entities supported by Australian Government Source: IBIS World, Pharmaceuticals Product Manufacturing in Australia, 2011Central Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
  • The Forces at work in Healthcare today Consumerism in ty r d cie s in g So d w o Advance ogy gin lope A ve l of ound d Techno de Pr ce an Scien Transparency of cost and I Quality exp nform lo s ion ation Me & N lity dia ew dabi Affor Healthcare plans consolidatedCentral Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
  • The Forces at work in Healthcare today Consumerism in ty r d cie s in g So d w o Advance ogy gin lope A ve l of ound d Techno de Pr ce an Scien Transparence of cost and I Quality exp nform lo s ion ation Me & N lity dia ew dabi Affor Healthcare plans consolidatedCentral Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
  • Trend 1 Economic: Pharmaceutical Exports from Australia Competitive taxation arrangements that provide incentives for companies to invest in relatively high risk activities like R&D and complex, value adding pharmaceutical manufacturing. Strong AUD impacts on Exportation Source: ABS Cat no 53.68, International Trade in Goods and Services AustraliaCentral Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
  • Trend 2 Social and cultural :Pharmaceutical Industry Turnover in Australia Expanding access to its medicines and vaccines. Creating new therapies Increase of medicines consumption Higher life expectative. Source: IBIS World, Pharmaceuticals Product Manufacturing in Australia, 2011Central Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
  • Trend 3 Economic and Technology: Employment High salaries : more machine less workers Source: IBIS World, Pharmaceuticals Product Manufacturing in Australia, 2011Central Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
  • Trend 4 Political and Economical Suppliers by PBS scheme Generics growth •Government –subsidised prescription medicines through the Pharmaceutical benefit Scheme ( PBS ) Source: IBIS World, Pharmaceuticals Product Manufacturing in Australia, 2011Central Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
  • Awareness Increasing for heath care. Trend 5 : Social and Cultural4 Source: abs,20123.6 Central Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
  • PEST ANALYSIS •Government –subsidized prescription medicines •Awareness Increasing for through the Pharmaceutical heath care. benefit Scheme ( PBS ) •Higher life expectative. •Education programs •Annual review and addition of expensive innovative drugs to the PBS drug list. •Amount of sponsorship •Large Pipeline of money or reimbursement Pharmaceutical companies given to individual doctors •New and excellent drugs and researchCentral Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
  • PEST ANALYSIS •Government –subsidized prescription medicines •Best drug available for through the Pharmaceutical treatments. benefit Scheme ( PBS ) •Annual review and addition of expensive innovative drugs to the PBS drug list. •Over prescritiption by •Amount of sponsorship physician : “ no need” money or reimbursement given to individual doctors and researchCentral Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
  • PEST ANALYSIS •Strong AUD •Impact on the medicines prices. •More expensive •High expenditure on R&D. •Low quality medicines •Generic growthCentral Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
  • PEST ANALYSIS Action to combat: Predictable, timely and transparent regulatory and reimbursement systems •Government –subsidised prescription medicines that provide companies with a clear and •Best drug through the Pharmaceutical streamlined path to market.available for treatments. benefit Scheme ( PBS ) ______________________________ •Annual review and addition Follow the Compliance Code of of expensive innovative drugs to the PBS drug list. Conducts. Committed to the highest standards of ethics and integrityOver prescritiption by • •Amount of sponsorship physician : “ no need” money or reimbursement given to individual doctors and researchCentral Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
  • PEST ANALYSIS Action to combat: Competitive taxation arrangements that provide incentives for companies to invest in relatively high risk activities like •Strong AUD R&D and complex, value adding pharmaceuticalImpact on the medicines • manufacturing. prices. ______________________________ •More expensive Expanding access to its medicines and •High expenditure on R&D. vaccines. Defending the brand adding value to the customers with a Loyalty card and discounts. •Low quality medicines •Generic growthCentral Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
  • PEST ANALYSIS •Awareness Increasing for heath care. Increase of medicines consumption. •Higher life expectative. •Prevention of diseases. •Education programsCentral Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
  • PEST ANALYSIS Action to combat: Strong and effective collaboration between industry and research. •Awareness Increasing for heath care. Increase of medicines _________________________ consumption. Creating new therapies •Higher life expectative. Continued pipeline advancement including several product launches •Prevention of diseases. •Education programsCentral Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
  • PEST ANALYSIS • 7 Nobel award in researching and developing. Fast cure •More information available in the internet. •New potent pharmaceutical drugs in the market.: Biotechnological •Prevention of diseases. •Education programsCentral Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
  • PEST ANALYSIS Broad and Deep Commercial Technologies • 7 Nobel award in Focus on manufacturing process and researching and developing. technology Fast cure •More information available in the internet. Continued pipeline advancement including several product launches •New potent pharmaceutical drugs in the market: Improving the interface between Biotechnological customer and Pfizer through the internet : new programs, classes, webcasting, chats• and others. Prevention of diseases. •Education programsCentral Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
  • Positive trends • Easy access to pharmaceutical drugs. • Increasing awareness of the need for the for the early detection of lifestyle and chronic diseases. • Government –subsidised prescription medicines through the Pharmaceutical benefit Scheme ( PBS ) for all eligible. • Annual review and addition of expensive innovative drugs to the PBS drug list.Central Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
  • Focus on Opportunitties Innovative MedicinesCentral Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
  • Australia Strategy Predictable, timely and transparent regulatory and reimbursement systems that provide companies with a clear and streamlined path to market. POL POL POL Competitive taxation arrangements that provide incentives for companies to invest in relatively high ECO ECO risk activities like R&D and complex, value adding ECO pharmaceutical manufacturing; Strong and effective collaboration between ACTIONS SOC SOC SOC industry and research. SOC SOC Continued pipeline advancement including several product launches TEC Focus on manufacturing process and technology Broad and Deep Commercial TechnologiesCentral Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
  • ConclusionCentral Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
  • Reference: • Australian Bureau Statistics,Pharmaceutical Industry, retrieved on September 31 on: www.abs.com.au • Bloomberg, Pfizer price per action,retrieved on September 31 on www.bloomber.com • Pfizer Inc,Vision Statement,retrieved on September 12,2012 on: www.pfizer.comCentral Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
  • ThanksCentral Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt