Pharma Trend: Study on innovation and sustainability of pharmaceutical companies

This is the pharma trend

Pharma Trend is the benchmark study on innovation and sustainability. The study has been conducted on behalf of the magazine PharmaBarometer since 2000 in the Rx category and since 2018 also in the categories OTC, Orphan Drugs and since 2019 also in the Specialty Care category. By surveying doctors, pharmacists and patients, it forms the basis for the awards “The Golden Tablet^®” and “Most Innovative Product^®” as well as the ranking “Pharma Trend^® Germany’s Best Pharmaceutical Companies”. In 2021, the study will be expanded to include the categories “Diagnostics” and “Digital Health”. With the expansion of Pharma Trend, companies in pharmaceuticals and medical technology will be evaluated by their most important stakeholders (doctors, pharmacists and patients) on innovation and sustainability.

Conditions of participation

Participation takes place by declaration of participation. It requires the order of a report volume Pharma Trend (optionally category Rx, OTC, Orphan Drugs or Specialty Care) or Diagnostics Trend (survey of laboratory physicians) in the formats “Ranking”, “Basic” or “Standard”.

The order of the report volume “Pharma Trend Basis” entitles to determine a specialist group to be surveyed. When ordering the report volume “Pharma Trend Standard”, an indication for determining the most innovative product can also be specified. Ordering the report volume “Ranking Basis” requires the definition of a category in which the ordering company wants to be listed in the ranking. When ordering the “Standard” report volume, the ordering company is also entitled to designate three out of four other companies with which it would like to receive comparative data in the benchmark. In the report volume “Diagnostic Trend Basis”, laboratory physicians are asked about the most innovative product in laboratory medicine.

In the report band “Diagnostic Trend Standard”, an indication and also a specialist group can be named, which is asked for the most innovative product in an indication within the framework of the Pharma Trend in the categories Rx, OTC, Orphan Drugs and Specialty Care. 

Ordering of (further) indications in the categories Diagnostics & Digital Health

In the Diagnostics and Digital Health categories, participation can also be made by commissioning a query on the most innovative product in a specialist group and indication, provided that this specialist group is surveyed.

Pharma Trend / Diagnostic Trend Europe Big5:

Participation takes place by ordering the Pharma Trend Europe Big5 Basis report and requires participation in the Pharma Trend or Diagnostics Trend in Germany.

The order of report volumes decides on the implementation of the market research study. The prerequisite for carrying out the benchmark study in Germany is at least five orders of Pharma Trend or Diagnostic Trend in the Standard format or three orders of Pharma Trend or Diagnostic Trend Europe Big 5. The number of specialist groups is limited to 10 across all categories. 

Participation deadline

The participation deadline for the benchmark study in Germany is 28 May 2021 and 30 July 2021 for the study in Europe.

Report volumes

The basic version of the report contains information on the winners of the awards “Die Goldene Tablette^®” (with the exception of Diagnostic Trend) and “Das innovativste Produkt^®” (Most Innovative Product^®) with reasons for the award as well as the assessment of the image and the sales force, including many data in comparison with the previous year. The report volume Standard additionally contains the assessments of four other pharmaceutical/diagnostic companies with regard to 11 aspects, i.e.: marketing and sales quality, product and service quality, innovative strength, economic efficiency, transparency, responsibility, ethical action, management quality and business success. The report volume Ranking Basis contains the ranking of all companies included in the benchmark study. The Ranking Standard report volume additionally contains the assessments of four other pharmaceutical/diagnostics companies with regard to the aforementioned 11 aspects. 

The Europe Big5 report volume contains the country-specific evaluations.

Pharma Trend / Diagnostic Trend Standard:	12,300 Euro / 14.800 Euro
Pharma Trend / Diagnostics Trend Basis:	9,800 Euro / 9,800 Euro
Pharma Trend / Diagnostics Trend Ranking:	7,300 Euro / 10,300 Euro
Pharma Trend / Diagnostics Trend Europe Big5 Basis:	47,600.00 Euro

The costs for the report volume Diagnostics Trend Standard among laboratory physicians include an indication that is also surveyed in another specialist group. Each additional survey per specialist group/indication costs 2,500 euros. The costs for the inclusion of an indication in the category “Digital Health” are 2,500 euros for one specialist group.

Discount -10% for orders placed by 30 December 2020. Discounts for orders of several subject groups/indications and for multi-year subscription on request.

All prices are exclusive of VAT.

Pharma Trend Rx

Since the Pharma Trend survey was launched in 2000, eighteen different specialist groups have been surveyed in Germany: allergists, general practitioners/internists (API), dermatologists, diabetologists, gastroenterologists, gynaecologists, ear, nose and throat specialists (ENT), cardiologists, neurologists, psychiatrists, oncologists, ophthalmologists, orthopaedists, rheumatologists, paediatricians, pneumologists, pain therapists and urologists. The focus of Pharma Trend is thus on those groups of specialists who cover the major disease patterns in therapy and prophylaxis: Cardiovascular, Diabetes, CNS, Oncology and Infection.

The implementation of the Pharma Trend is prepared for the Rx category for the following specialist groups:

Pharma Trend OTC

With the implementation of the Pharma Trend in the OTC category, the most innovative products of an indication in self-medication are determined and awarded with the award “Most Innovative Product^®”. By ordering the Pharma Trend Standard OTC for an indication from the target group pharmacists, the respective ordering pharmaceutical company is included in the benchmark for the ranking “Pharma Trend^® Best Pharmaceutical Companies” and participates in the determination of the most innovative product of an indication. In addition, the award “The Golden Tablet^® is determined in the OTC category. The target group is pharmacists and patients. The following indications are prepared for the Pharma Trend OTC:

Further indications on request.

Pharma Trend Orphan Drugs / Specialty Care

With the implementation of the Pharma Trend in the categories Orphan Drugs / Specialty Care, the most innovative products of an indication in the field of rare diseases / specialty care are determined and awarded with the award “Most Innovative Product^®”. By ordering the Pharma Trend Standard Orphan Drugs / Specialty Care for an indication, the respective ordering pharmaceutical company is included in the benchmark for the ranking “Pharma Trend^® Germany Best Pharmaceutical Companies” and participates in the determination of the most innovative product of an indication.

In addition, the award “The Golden Tablet^® will be determined in the category Orphan Drugs / Specialty Care. The target group is clinicians. The following indications are intended for the Pharma Trend OD / Specialty Care:

Diagnostics trend

In 2021, Diagnostic Trend will for the first time survey laboratory physicians in hospitals and private laboratories as well as physicians in private practice and in clinics. It offers “in-vitro diagnostics (IVD) companies a benchmark study of their company against 4 other IVD companies and also the determination of the award “Most Innovative Product^®” for the most innovative test in an indication in in-vitro diagnostics.

Pharma Trend Europe Big5

In 2003, the first Pharma Trend Europe survey took place in the UK, France, Spain, Italy and Germany (Big5). The basis for the market research is the “Pharma Trend” questionnaire, which has been used in Germany for many years with its protected questions. 100 doctors are surveyed per specialist group and country.

The specialist groups prepared in the Pharma Trend Europe Big5 in Germany correspond to those of the Pharma Trend Rx.

Communication

The rankings “Pharma Trend^® Germany Best Pharma Companies” and “Pharma Trend^® Germany Best IVD Companies” will be announced at the 22nd Pharma Trend Image & Innovation Award, published the following day on pharma-trend.com and communicated via social media channels and press releases to media in DACH region, Europe and USA (German + English). The award ceremony will take place in 2021 as a hybrid event in Munich in the Ehrensaal of the Deutsches Museum, with guests on site as well as live doctors in Germany, Austria and Switzerland and video interviews with the award winners in Germany and neighbouring countries in Europe. The event will be hosted by TV presenter Tamara Sedmak (Sat 1, n-tv, N24), who has already hosted the awards ceremony in previous years.

For the winners of the “Most Innovative Product^®” award in the OTC category, a 15-second spot will be produced and broadcast in a POS campaign at pharmacies.

Various communication packages are available for the communication of the winners of the awards “The Golden Tablet^®” and “Most Innovative Product^®”. The communication of the award winners is subject to a fee and bound to participation in the study. The articles published on pharma-trend.com about the winners of the award “Most Innovative Product^®” are usually displayed on Google page 1 in the first year of their win if search engine optimization is used.

For the pharmaceutical and diagnostics companies listed in the ranking, an advertising sign is available according to the respective ranking with information on the year and the additions “Top 1”, “Top 5” and “Top 10”. For the winners of the awards “The Golden Tablet^®” and “Most Innovative Product^®”, advertising signets with details of the year, the respective specialist group and the addition “Top 1” are available. Winners in 2nd and 3rd place can use an advertising signet with the addition “Top 3”.

In addition, country-specific signets are available for the countries in Europe Big5 (with the exception of Germany), indicating the year and the division. The use of the signets “Pharma Trend^® Deutschland Beste Pharma-Unternehmen” resp. “Pharma Trend^® Deutschland Beste IVD-Unternehmen” with the associated English-language signets requires a link to https://pharma-trend.com/pharma-ranking / resp. https://pharma-trend.com/en/pharma-ranking/ .

The rights of use to the advertising signets can be acquired with the associated English-language signets for an unlimited period of time and location.  Eurecon Verlag reserves the right to communicate the awards and the ranking. The promotional use of the awards and the protected trademarks requires the consent of Eurecon Verlag.

The costs are:

Basic communication package (Top 3, Top 5 and Top 10): Article (German) on the award win on pharma-trend.com:	3,850 Euro
Standard communication package (Top 1): Article (German + English) on the award win on pharma-trend.com, referencing, certificate, announcement on site, press release to media in DACH region, Europe and USA (German + English), newsletter to doctors and HCPs:	9,800 Euro
Premium communication package (Top 1): Article (German + English) on the award win on pharma-trend.com, referencing, trophy, video- or live- interview on site, presentation product-/company-video, press release to media in DACH region, Europe and USA (German + English), newsletter to doctors and HCPs, right to use signet:	17,900 Euro
Communication package Europe (Top 1): Article (German + English) on the award win on pharma-trend.com, referencing, trophy, video- or live- interview on site, presentation product-/company-video, press release to media in DACH region, Europe and USA (German + English), newsletter to doctors and HCPs, right to use signet (country-specific):	26,650 Euro

The right to use the signet “Pharma Trend^® Deutschland Beste Pharma-Unternehmen” can be purchased for an unlimited time and place for 7,500 euros. Price reductions for multiple wins on request. All prices are exclusive of VAT.

Pharma Trend Leap Innovation

In the category of Leap Innovation, companies can apply for the award “Most Innovative Product”, which will receive funding from the BMBF and the state of Bavaria in 2021 to develop COVID-19 therapies.

The application is made by submitting a max. 3-page project description to Bio M. Winners in ranks 1-3 will be determined with the involvement of reviewers who were involved in the two funding programs mentioned above. Evaluation criteria are primarily level of innovation, originality and breadth of application.

The award wins are endowed with communication services worth around € 20,000 (1st place) and € 10,000 (places 2 + 3).

The closing date for applications is June 25, 2021.

Sponsors and partners

The Pharma Trend Image & Innovation Award (PTI&IA) is supported by numerous partners and sponsors, some of whom have been with us for many years. Partner of the 22nd Pharma Trend Image & Innovation Award is Harris Interactive, who have been commissioned to conduct the market research since 2014, and Ashfield.

Sponsors are Argus Data Insights (analysis media presence), Business Wire (dispatch press releases), GESDAT (wholesale data), (Dorothea Küsters Life Science Communications (PR), Kupconcept (IP-TV) and Bundesverband Mergers & Acquisitions, MCC in newsletter marketing as well as JJ Sustainability and tiny web in consulting.

Media partners of the award ceremony are Apovid (OTC spot), esanum (live stream), as well as Biermann Medizin, Bio M, Gelbe Liste, Healthcare Marketing and PharmaBarometer in the communication.