Trabalho de Marketing sobre as tendências no mercado farmacêutico Australiano Central Institute of Technology

1. Central Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
Pharmaceutical Industry Trends in Australia
Tiago Antonio Ferreira da Silva
September,20th
2012 – Perth Western Australia

2. Central 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
 Conclusion

3. Central Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
AUD 22 BILLION
Australian Pharmaceutical Market in AUD Billion
Source: IBIS World, Pharmaceuticals
Product in Australia, 2011

4. Central Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
AUD 30.5
BILLION
Australian Pharmaceutical Market in AUD Billion
Source: IBIS World, Pharmaceuticals
Product in Australia, 2011
2020 Forecast

5. Central 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%

6. 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:

7. Central Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
Nobel
Australia is a leading country in
Research and Development

8. Central 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
chromosomes that protect the chromosome).
Source: IBIS World, Pharmaceuticals Product
Manufacturing in Australia, 2011

9. Central Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
The Australian model
Companies and service related segments
including wholesaling and distribution.
Comprises bio-medical research
Biotechnology firms
Originator and generic medicines
Source: IBIS World, Pharmaceuticals Product
Manufacturing in Australia, 2011

10. Central Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
The Business

11. Central Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
Pfizer Mission, Vision and Value
“Working together for a healthier World”
Our mission is to apply science and our global resources
to improve health and well-being at every stage of life.
Vision:
Mission:

12. 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 dollar

13. Central Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
Pfizer price per Action source:Bloomberg,2012

14. Central Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
Pfizer Australia : “ Three manufacturing plants”
These 3 plants export a value of 100 million AUD
Victoria
West Ride, Sydney
Perth

15. Central Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
Pfizer R&D Activity
• 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, 2011
Solution…

16. Central 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).
Source: IBIS World, Pharmaceuticals Product
Manufacturing in Australia, 2011
Entities supported by Australian Government

17. Central Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
The Forces at work in Healthcare today
Profound Advances in
Science and Technology Aging Society in
developed word
Information
explosion & New
Media
Healthcare
plans
consolidated
Consumerism
Affordability
Transparency
of cost and
Quality

18. Central Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
The Forces at work in Healthcare today
Profound Advances in
Science and Technology Aging Society in
developed word
Information
explosion & New
Media
Healthcare
plans
consolidated
Consumerism
Affordability
Transparence
of cost and
Quality

19. Central Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
Trend 1 Economic: Pharmaceutical Exports from Australia
Source: ABS Cat no 53.68, International Trade
in Goods and Services Australia
Strong AUD impacts on Exportation
Competitive taxation arrangements that provide
incentives for companies to invest in relatively high
risk activities like R&D and complex, value adding
pharmaceutical manufacturing.

20. Central Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
Trend 2 Social and cultural :Pharmaceutical Industry Turnover in Australia
Source: IBIS World, Pharmaceuticals Product
Manufacturing in Australia, 2011
Increase of medicines consumption
Higher life expectative.
Expanding access to its medicines and vaccines.
Creating new therapies

21. Central Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
Trend 3 Economic and Technology: Employment
Source: IBIS World, Pharmaceuticals Product
Manufacturing in Australia, 2011
High salaries : more machine less workers

22. Central Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
Trend 4 Political and Economical Suppliers by PBS scheme
Source: IBIS World, Pharmaceuticals Product
Manufacturing in Australia, 2011
•Government –subsidised prescription medicines
through the Pharmaceutical benefit Scheme ( PBS )
Generics growth

23. Central Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
Awareness Increasing for heath care.
Source: abs,2012
3.6
4
Trend 5 : Social and Cultural

24. Central Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
PEST ANALYSIS
•Large Pipeline of
Pharmaceutical companies
•New and excellent drugs
•Awareness Increasing for
heath care.
•Higher life expectative.
•Education programs
•Government –subsidized
prescription medicines
through the Pharmaceutical
benefit Scheme ( PBS )
•Annual review and addition
of expensive innovative
drugs to the PBS drug list.
•Amount of sponsorship
money or reimbursement
given to individual doctors
and research

25. Central Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
PEST ANALYSIS
•Over prescritiption by
physician : “ no need”
•Best drug available for
treatments.
•Government –subsidized
prescription medicines
through the Pharmaceutical
benefit Scheme ( PBS )
•Annual review and addition
of expensive innovative
drugs to the PBS drug list.
•Amount of sponsorship
money or reimbursement
given to individual doctors
and research

26. Central Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
PEST ANALYSIS
•Over prescritiption by
physician : “ no need”
•Best drug available for
treatments.
•Government –subsidised
prescription medicines
through the Pharmaceutical
benefit Scheme ( PBS )
•Annual review and addition
of expensive innovative
drugs to the PBS drug list.
•Amount of sponsorship
money or reimbursement
given to individual doctors
and research
Action to combat:
Predictable, timely and transparent
regulatory and reimbursement systems
that provide companies with a clear and
streamlined path to market.
______________________________
Follow the Compliance Code of
Conducts.
Committed to the highest standards of
ethics and integrity

27. Central Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
PEST ANALYSIS
•Low quality medicines
•Impact on the medicines
prices.
•More expensive
•Strong AUD
•High expenditure on R&D.
•Generic growth

28. Central Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
PEST ANALYSIS
•Low quality medicines
•Impact on the medicines
prices.
•More expensive
•Strong AUD
•High expenditure on R&D.
•Generic growth
Action to combat:
Competitive taxation arrangements that
provide incentives for companies to
invest in relatively high risk activities like
R&D and complex, value adding
pharmaceutical manufacturing.
______________________________
Expanding access to its medicines and
vaccines.
Defending the brand adding value to
the customers with a Loyalty card and
discounts.

29. Central Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
PEST ANALYSIS
•Prevention of diseases.
Increase of medicines
consumption.
•Awareness Increasing for
heath care.
•Higher life expectative.
•Education programs

30. Central Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
PEST ANALYSIS
•Prevention of diseases.
Increase of medicines
consumption.
•Awareness Increasing for
heath care.
•Higher life expectative.
•Education programs
Action to combat:
Strong and effective collaboration
between industry and research.
_________________________
Creating new therapies
Continued pipeline advancement
including several product launches

31. Central Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
PEST ANALYSIS
•Prevention of diseases.
Fast cure
• 7 Nobel award in
researching and developing.
•More information available in
the internet.
•New potent pharmaceutical
drugs in the market.:
Biotechnological
•Education programs

32. Central Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
PEST ANALYSIS
•Prevention of diseases.
Fast cure
• 7 Nobel award in
researching and developing.
•More information available in
the internet.
•New potent pharmaceutical
drugs in the market:
Biotechnological
•Education programs
Broad and Deep Commercial
Technologies
Focus on manufacturing process and
technology
Continued pipeline advancement
including several product launches
Improving the interface between
customer and Pfizer through the
internet : new programs, classes,
webcasting, chats and others.

33. Central 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.

34. Central Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
Focus on Opportunitties
Innovative Medicines

35. Central Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
Australia Strategy
ACTIONS
POL
SOC
SOC
TEC
ECO
Focus on manufacturing process and technology
Strong and effective collaboration between
industry and research.
Broad and Deep Commercial Technologies
Competitive taxation arrangements that provide
incentives for companies to invest in relatively high
risk activities like R&D and complex, value adding
pharmaceutical manufacturing;
Predictable, timely and transparent regulatory
and reimbursement systems that provide
companies with a clear and streamlined path to
market.
Continued pipeline advancement including
several product launches
POL
SOC
SOC
ECO
TEC
POL
SOC
SOC
ECO

36. Central Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
Conclusion

37. Central 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.com

38. Central Institute of Technology Diploma of Marketing: Tiago Antonio Ferreira da Silva Lecture: Rebel Carratt
Thanks