The global pharmaceutical marketing is in excellent condition and on the threshold of major change.
Michael Leavitt, secretary of the Department of Health and Welfare of the United States, a country that is today the largest pharmaceutical marketing in the world, in a recent interview outlined the future of health care as a whole: "The next 10 years will become transitional for the industry. Medicine will be transformed from an intuitive art of interpretation of symptoms in science, where treatment will be constructed in strict accordance with the peculiarities of each individual patient."
The three major pharmaceutical regions of the world are still the USA, Europe and Japan, they have about 80% of the total pharmaceutical marketing. However, the main geographical tend of modern pharmaceutical marketing is the "drift" of its balance from the USA to countries with developing economies, where GDP per capita does not exceed 20 thousand dollars, such as China, India, Brazil and Turkey.
China will become soon an absolute champion, the growth of pharmaceutical marketing there may pass for 15% this year, and its size may reach 16 billion dollars. The country is considered a kind of nursery of modern medical technologies and, especially, biotechnologies.
The trend, which will have the greatest influence on the development of pharmaceutical marketing in the medium term is increase of use of biotechnology developments in the creation of new medicines. There is observed a rapid growth in the number of biotech companies in the world, whose researches focus entirely on the field of pharmacology. Pharmaceutical giants either create relevant departments in their structures or or use an outsourcing scheme, passing specialized research to subcontractors.
At the joint of traditional pharmacology and biotechnology there emerges a new industry - pharmacogenomics, its purpose is to create personalized medicines - "the most effective medication for this patient at this time."