For CMOs, a compelling website as well as a high profile at industry events and with professional organizations is essential to staking a position, but to really be competitive, companies must also maintain a high level of name awareness through public relations, content marketing and the strategic application of digital media.
What Matters Most to Buyers
Delivery time, scientific expertise and technological and development capabilities were cited as the primary factors companies consider when choosing CMOs. The manufacturer’s reputation and the company’s past experience with the manufacturer are also important to the decision, but, interestingly, price ranked sixth, ahead of only the outsourced company’s financial health and geographic location.
When participants were asked which criterion was the most important in making an outsourcing decision, technological and development capabilities took the top spot and delivery time slipped to third.
In addition to the decision criteria, the number of potential CMO candidates and the global aspect of pharmaceutical outsourcing have lengthened the time to reach a final decision. Although 13% reach a conclusion in a month or less, 37% require up to three months and 35% take up to six months to decide on a CMO.
Conclusion
The rise in manufacturing outsourcing follows a long-term trend in the drug development industry of outsourcing non-core business operations. Although cutting costs may be a principal motivation fueling the growth of the contract manufacturing market, companies also seek this strategic path to satisfy a need for specialization, to free up in-house resources for other projects and/or to improve flexibility in terms of supply chains, timelines or regulatory management.
Survey Overview
The SCORR Marketing and Pharmaceutical Outsourcing survey looked at a broad cross-section of companies occupying this marketing space, as well as a spectrum of job titles. Companies were well distributed by size, with 22% employing fewer than 25 employees, 20% with 501-2,500 and 16% among the industry giants employing more than 10,000. Outsourcing budgets reflected a similar distribution, with 40% at less than $1 million, 22% at $1-5 million, and 38% at $5 million or more.
Lea Studer is vice president of marketing communications at SCORR Marketing, a global full-service marketing and communications firm focused on the drug development services industry. To learn more about SCORR’s market intelligence capabilities or other research activities, please contact Lea Studer at
lea@scorrmarketing.com.
www.scorrmarketing.com
The majority of companies surveyed were in pharmaceuticals (47%) and biotech (22%). Others surveyed included CMOs (14%), specialty/generic (9%), API manufacturers (7%) and medical device manufacturers (1%).
Among the job titles surveyed were executive leadership (21.5%), scientists (20.6%), product management (13.1%), business development/sales (13.1%), project management (11.2%), consultants (8.4%), quality management (2.8%), and strategy/planning and middle management, each at 1.9%.
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