Pfizer pitch rolls to Asia as IPG wins Australia

Interpublic scooped the US$50 million business in Australia following a holding company review believed to have also included Omnicom and WPP.

The review is thought to be the first in a series of local market consolidations as Pfizer attempts to seek a holding company strategy for all of its marketing communications globally (Media, 10 April.)

It is thought that China, India and Japan will be the next markets which Pfizer is going to review in Asia-Pacific.

“They are looking at total communications, and either total or partial consolidation. It will all depend on the market,” a source told Media.

“They are focusing on markets that have growth potential coming from a moderate base.”

In Australia, Pfizer brand marketing director Mark Crotty pointed out that the company had to become more innovative in its communication with healthcare professionals, as access to this key group of clients is becoming increasingly restricted.

In addition, he said, connecting with current and potential users of its medicines remains a challenge. This was  because of the popularity of personal research into medication.

“Areas, such as patient adherence and providing reliable information to patients, is critical in a world where considerable disinformation on medicines is available in forums such as the internet,” said Crotty.

“All our promotional activities will need to implement quality use of medicines principles and be ethical as well as evidence-based.”

A source added that Asia’s importance to the global pharmaceutical industry was reflected by Pfizer’s decision to review markets in this region first.

“In terms of the overall pharmaceutical marketing horizon, the growth frontiers of Asia have become a necessity,” said the source. “If you think of the populace, they need to consider how they approach the Asian market.”