This dissertation focuses on the analysis of HCPA`s potential to successfully capitalize on the overall pharmaceutical sponsorship market in Portugal. The focus lays on (1) calculating the current and future market size as defined by pharmaceutical companies expenditures on sponsorships until 2024. Further, (2) a thorough analysis of the competitive landscape is performed. Finally, (3) the sponsorships from the viewpoint of pharmaceutical companies are explored. Secondary data has been used in order to answer (1) and (2). Semi-structured interviews with representatives from pharmaceutical companies were used as a means to answer (3). The results suggest a current market amounting to 74M€. The market is expected to grow with a constant CAGR of 2.91% in the next 5 years, reaching its peak in 2024 with 86M€. Further, almost 40.000 entities compete for sponsorships, which makes the market highly fragmented and competitive. In order to capitalize on the market, it is suggested that HCPA taps into more clinical specialties. Additionally, HCPA should center resources towards sales activities, as pharmaceutical companies almost exclusively sponsor events on request. Lastly, a set of 7 key criteria was consolidated that can help HCPA obtaining and retaining sponsorships from pharmaceutical companies.
|Date of Award||30 Jul 2021|
- Universidade Católica Portuguesa
|Supervisor||João Cotter Salvado (Supervisor) & Rute Xavier (Co-Supervisor)|
- Pharmaceutical company sponsorships
- Market size forecast
- Competitor analysis
- Mestrado em Gestão e Administração de Empresas