艾昆纬-2025年渠道动态全球参考报告：12月刊（英）

© 2025. All rights reserved. IQVIA® is a registered trademark of IQVIA Inc. in the United States, the European Union, and various other countries. An annual review of pharmaceutical sales force and marketing channel performanceChannelDynamicsGlobal Reference 2025:December ReportJuly 2024 – June 20251As part of IQVIA’s Global Market Insights, ChannelDynamics ® offers marketing channel performance metrics across 36 countries. This publication provides an overview of MAT Q2 2025 pharmaceutical industry marketing channel trends worldwide and at the country level.Global overview MAT Q2 2025About ChannelDynamics2→Summary4→Global snapshots9→Global data11→Country data24→OneKey512→Appendix517→11>Investment by marketing channel12>Investment by corporation, brand, therapy area13>Sales force rep equivalents (FTE)14>Analysis on the top 15 companies15>Channel impact and reach16>Omni personal vs. omni non-personal investment growth17>Sales force effectiveness metrics18>Source of digital engagement19>Channel preference20>Digital profile21>Oncology investment by corporation, brand and cancer type22>Channel volume trends23>Net Promoter ScoreSM AnalysisNote: Net Promoter Score is a service mark of Bain & Company, Inc., NICE Systems, Inc. and Fred Reichheld.IQVIA ChannelDynamics Global Reference 20252IQVIA ChannelDynamicsAbout this publicationChannelDynamics is a syndicated database of projected promotional volume measures and channel performance metrics at company, indication and brand level. As standard, updated monthly and containing 7 years of historical data.Over 30,000 HCPs across 36 countries are recruited to ChannelDynamics specialist panels. Participants continuously fulfil an online daily diary, recording their engagement with life-science communication channels. Inputs are processed and projected to show promotional contact volume, investment by channel and panelist perception of the content.Life science companies need benchmark insights into where their brands stand in the competitive landscape. ChannelDynamics data provide essential benchmarks of marketing strengths and weaknesses, trends and overall competitive performance.IQVIA ChannelDynamics Global Reference 20253ChannelDynamics coverageOver 35 countries:North America, Europe, LATAM, APAC, Middle East & North AfricaMore than 30,000Onekey® panelists450 primary care and specialist panelsMultiple cancer types800 therapy areas48,000 manufacturers340,000 brandsMultiple indicationsIQVIA ChannelDynamics Global Reference 20254Why Channels Matter More Than EverAlthough HCPs still receive approximately 15 in-person visits per month on a global basis, they are no longer limited to face-to-face interactions. They interact through a mix of in-person visits, video calls, emails, webinars, and digital platforms. Preferences vary by specialty, geography, and even individual doctor. For pharmaceutical companies, the challenge is to meet HCPs where they are - whether that’s a hospital ward, a virtual conference, or