As a result of RD 9/2011, some of the bases for prescribing and dispensing medicines at the national level have been modified.
The healthcare professional must prescribe or indicate the dispensing of medications, stating the name of the active ingredient of the medication and not the brand.
In addition, the pharmacist will dispense the presentation of the medicine or medical device that contains the same active ingredient as that prescribed, the same dosage and the same route of administration at the lowest price.
However, the doctor may always prescribe the patient the medication he or she considers most appropriate, regardless of the price, as long as there is a justified therapeutic need.
On the other hand, in those "exceptional" cases in which the doctor prescribes a medication that is more expensive than its peers and does not justify its therapeutic need, the pharmacist will be obliged to replace it with another medication with the same active ingredient, same dose and same route of administration.
The first consequence of RDL 9/2011 is that it increases the pharmacist's decision-making capacity to choose which product he dispenses. This change also causes the relationship with the rest of the agents in the chain to change.
On the other hand, pharmaceutical laboratories are adapting the prices of their drugs to a lower price to equate the price of their medications with that of the cheapest presentation, not leaving the reimbursement and placing themselves in the pull of pharmacist suppliers looking for a place in the market. pharmacy warehouse.
Therefore, laboratories have initiated commercial management models with the pharmacist to defend their brands in the pharmacy and try to compete with the rest of the therapeutic options in the category.
In such circumstances, it is very important to know the pharmacist's vision, the drivers and barriers to dispensing certain drugs, satisfaction with the different laboratories and the commercial campaigns they are carrying out, for example.
Through market studies based on qualitative and/or quantitative research applying direct techniques (such as in-depth interviews, ethnographic, personal, online,...) and indirect techniques (such as laddering model, conjoint analysis,...) we will be able to understand the current situation in the market. target pharmacists responsible for the pharmacy's commercial actions and thus design commercial and marketing strategies adapted to the new situation.
In the following document we propose different objectives and methodologies that will allow us to understand and deepen the current situation after the implementation of RD 9/2011.
