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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,20 th 2012 – Perth Western Australia

Pharma trends Australia 2012

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

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Page 1: Pharma trends Australia 2012

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

Pharmaceutical Industry Trends in Australia

Tiago Antonio Ferreira da SilvaSeptember,20th 2012 – Perth Western Australia

Page 2: Pharma trends Australia 2012

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

Page 3: Pharma trends Australia 2012

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

Page 4: Pharma trends Australia 2012

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

Page 5: Pharma trends Australia 2012

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%

Page 6: Pharma trends Australia 2012

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:

Page 7: Pharma trends Australia 2012

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

Page 8: Pharma trends Australia 2012

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

Page 9: Pharma trends Australia 2012

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

Page 10: Pharma trends Australia 2012

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

The Business

Page 11: Pharma trends Australia 2012

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:

Page 12: Pharma trends Australia 2012

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

Page 13: Pharma trends Australia 2012

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

Pfizer price per Action source:Bloomberg,2012

Page 14: Pharma trends Australia 2012

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

VictoriaWest Ride, Sydney

Perth

Page 15: Pharma trends Australia 2012

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…

Page 16: Pharma trends Australia 2012

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

Page 17: Pharma trends Australia 2012

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

Page 18: Pharma trends Australia 2012

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

Page 19: Pharma trends Australia 2012

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.

Page 20: Pharma trends Australia 2012

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

Page 21: Pharma trends Australia 2012

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

Page 22: Pharma trends Australia 2012

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

Page 23: Pharma trends Australia 2012

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

Page 24: Pharma trends Australia 2012

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

Page 25: Pharma trends Australia 2012

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

Page 26: Pharma trends Australia 2012

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

Page 27: Pharma trends Australia 2012

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

Page 28: Pharma trends Australia 2012

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.

Page 29: Pharma trends Australia 2012

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

Page 30: Pharma trends Australia 2012

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

Page 31: Pharma trends Australia 2012

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

Page 32: Pharma trends Australia 2012

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.

Page 33: Pharma trends Australia 2012

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.

Page 34: Pharma trends Australia 2012

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

Focus on Opportunitties

Innovative Medicines

Page 35: Pharma trends Australia 2012

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

Page 36: Pharma trends Australia 2012

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

Conclusion

Page 37: Pharma trends Australia 2012

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

Page 38: Pharma trends Australia 2012

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

Thanks