The market of the consumir health representeu the 26% of the sales in pharmacies in 2012, according to the Associació per a l'Autocura de la Salut (ANEFP) i IMS.
Aquest sector està configurat al segon segment de sales just després de la inscripció mèdica, posicionat amb el 61%, i sota generics, que suposa a 13%.
El mercat de consumer health contributes to a greater sustainabilityde les systems de salut són reduïdes les sanitares expertes: les medicacions visites al centre principal, la tasca absenteeism i les expenses on funden tractaments, entre altres. According to ANEFP, every 5 punts de market share on self-care suposes a save of 1.000 milions Euros per el Sistema Nacional de Salut (National Health System).
This market suposes a large future opportunity for the laboratoris, però s'ha de fer amb el que s'ha de tenir en compte en les particularitats sobre la prescription market.
Here are key elements en el mercat de consumer health.
First, the laboratory finds a potencial objective public wider in the health management (all those people that want to take care of their health in a specific area) than in the sickness management (only those people that are already have the disease). The range of possibilities expands. According to the last studies done by Hamilton Intelligence, more than the 85% de la població considera que la self-care és el key to prevent sickness (both chronic and minor).
In the second place, the patient becomes a purchaser. It exercises an active role on the purchasing decision. It és el moment a la feina, no només a les racionals beneficis, però també a l'emocionant dels productes (quality of life, self-control, …). As reported by last studies done by Hamilton Intelligence, 8 out of 10 individuals clearly understand that the consumer health products proveeix benefits to their health.
El xallenge és que la laboratoria s'ha de localitzar i d'acord amb els seus productes. dife- rental benefici operable i comunicable que es pot mobilitzar el final purchase no només el purchaser però també les altres targets involved in the decision. Conforming to recent studies done by Hamilton Intelligence, 7 out of 10 consumer productes purchasers health consulte and/or consulteu l'experiència professional: primary care doctor, nurse, nutritionist and/or pharmacist.
En el seu lloc i relatat per les seves últimes posicions, quan el laboratori és en localització. insight(in-depth understanding of the real necessity, latent, unconscious or shameful consumption), the purchaser will have a greater predisposition to pay that product. Amb l'últim, que no s'agreerà a l'espèny d'alguns diners a l'hora d'entrar a la màxima qualitat, prevent som sickness o bé més attractive, viu més d'un any i s'obté per enjoy què és?
The last point, the pharmacist also gets a more active role and becomes the prescriu, resulting each time more necessarily keeping and narrowing the relation with the pharmacy office.
According to studies done Hamilton Intelligence durant les muntanyes, the factors que el farmacèutic values higher in order to determine its satisfaction with a laboratory are: in the first place the products, in the second place their commercial condicions and at the last point, their process of purchasing and the command management; being those last two points improvable for the laboratoris.
Therefore, it becomes a challenge for the laboratoris betting for the consumer health market providing differential benefit for the consumer, detecting price elasticity and working on the link with the health professional (medicals primary attention, nurses, nutritionist and, high concrete, pharmacists).
Júlia Agulló
Jennifer Home
