According to Ipsos Comcon, Binnopharm Group strengthened its leadership position in digital promotion within the medical community in the first quarter of 2025.
According to the Monitoring of promotional activities by pharmaceutical companies, the Binnopharm Group ranked second (with Sanofi first and Bayer third) in terms of the number of contacts with pharmacists, a 48% increase compared to the same period last year. The company continues to develop its multi-channel promotional activities. With its growing volume of electronic mailings, Binnopharm Group occupies a leading position among the top five companies.
The company demonstrates a balanced distribution of promotional activity in the OTC and Rx segments: 46% of contacts are with pharmacists and 54% with doctors. In the Rx segment, Binnopharm Group places a stronger emphasis on the pharmacy channel than its competitors (28% of the total promo volume).
Additionally, it ranks among the top 10 pharmaceutical companies both in the total number of contacts with doctors and pharmacists and in the positive growth of these interactions.
The company’s over-the-counter portfolio ranks 3rd in terms of the number of promotions and programs in pharmacies. Cold-relief medicines, venotonic, and antispasmodic brands are especially actively promoted. The company has the second position in the Rx segment. The key brands of the Rx portfolio are NSAID drugs and anti-ulcer drugs.
Ekaterina Slavgorodskaya, Director of Sales and Promotion at Binnopharm Group: “Today, the effectiveness of promotion is not just about the number of contacts, but about their quality, timeliness and personalized approach. We rely on digital channels and multi-channel strategies to be closer to the medical community and respond faster to their requests.”
