Servier and Terapia Ranbaxy: top spenders for pharma industry promotion

In the past 12 months, companies in the pharma industry invested a total €68 million in promotion. Of these funds, Servier invested €10.4 mln, while Terapia Ranbaxy's investments amount to 7.47 mln. Both companies spent 2-3 times what their competitors spent.

During October 2006-September 2007, Servier climbed two places in the ranking of pharma companies, earning 0.9 percent in market share, up to 5.9 percent. Terapia Ranbaxy, which recently announced it planned to become the country's top producer, gained 0.6 percent in market share.

Other significant spenders in promotion are producers Zentiva, Novartis and Pfizer, which invested some €3.5 mln each in such operations. The local pharma market is estimated to be worth €1.8 billion, with an annual growth pace of 15 percent.