{"id":944,"date":"2013-10-11T12:15:00","date_gmt":"2013-10-11T12:15:00","guid":{"rendered":"http:\/\/hamilton.global\/index.php\/2013\/10\/11\/consumerhealth-a-market-with-potential-for-the-laboratory-and-the-pharmacy\/"},"modified":"2025-11-03T11:43:18","modified_gmt":"2025-11-03T11:43:18","slug":"consumerhealth-a-market-with-potential-for-the-laboratory-and-the-pharmacy","status":"publish","type":"post","link":"https:\/\/hamilton.global\/fr\/consumerhealth-a-market-with-potential-for-the-laboratory-and-the-pharmacy\/","title":{"rendered":"'Consumerhealth' : Un march\u00e9 \u00e0 potentiel pour le laboratoire et la pharmacie."},"content":{"rendered":"
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Le march\u00e9 du sant\u00e9 des consommateurs<\/b> repr\u00e9sentait le 26% des ventes en pharmacie en 2012<\/b>, selon l\u2019Association for Health Self-Care (ANEFP) et IMS. <\/o:p><\/span><\/span><\/div>\n
Ce secteur est configur\u00e9 comme le deuxi\u00e8me segment de vente juste derri\u00e8re les m\u00e9dicaments sur ordonnance, positionn\u00e9s au 61%, et au-dessus des g\u00e9n\u00e9riques, cens\u00e9s \u00eatre le 13%.<\/o:p><\/span><\/span><\/div>\n
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Le march\u00e9 de la sant\u00e9 grand public contribue \u00e0 une plus grande durabilit\u00e9<\/b>du syst\u00e8me de sant\u00e9 car il r\u00e9duit les d\u00e9penses sanitaires : les visites m\u00e9dicales au centre primaire, l'absent\u00e9isme au travail et les d\u00e9penses pour les traitements financ\u00e9s, entre autres. Selon l'ANEFP, chaque tranche de 5 points de part de march\u00e9 gagn\u00e9e par les soins personnels suppose une \u00e9conomie de 1 000 millions d'euros pour le syst\u00e8me national de sant\u00e9.<\/o:p><\/span><\/span><\/div>\n
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Ce march\u00e9 suppose un une grande opportunit\u00e9 d'avenir pour les laboratoires<\/b>, mais pour y faire face avec succ\u00e8s, il convient de prendre en compte les particularit\u00e9s du march\u00e9 des m\u00e9dicaments sur ordonnance. <\/o:p><\/span><\/span><\/div>\n

Voici les \u00e9l\u00e9ments cl\u00e9s du march\u00e9 de la sant\u00e9 grand public.<\/b><\/span><\/span><\/div>\n


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Tout d\u2019abord, le laboratoire d\u00e9couvre un potentiel public objectif plus large dans la gestion de la sant\u00e9<\/b> (toutes ces personnes qui veulent prendre soin de leur sant\u00e9 dans un domaine pr\u00e9cis) que dans le gestion des maladies <\/b>(uniquement les personnes qui sont d\u00e9j\u00e0 atteintes de la maladie). Le champ des possibles s\u2019\u00e9largit. Selon les derni\u00e8res \u00e9tudes r\u00e9alis\u00e9es par Hamilton Intelligence, plus de 85% de la population consid\u00e8rent que les soins personnels sont la cl\u00e9 pour pr\u00e9venir la maladie<\/b> (\u00e0 la fois chroniques et mineurs).<\/span><\/o:p><\/span><\/div>\n<\/div>\n
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\u00c0 la seconde place, le patient devient acheteur<\/b>. Il exerce un r\u00f4le actif sur la d\u00e9cision d\u2019achat. C'est le moment de travailler, non seulement sur les b\u00e9n\u00e9fices rationnels, mais aussi \u00e9motionnels des produits (qualit\u00e9 de vie, ma\u00eetrise de soi, \u2026). Comme le rapportent les derni\u00e8res \u00e9tudes r\u00e9alis\u00e9es par Hamilton Intelligence, 8 individus sur 10 comprennent clairement que les produits de sant\u00e9 grand public apportent des b\u00e9n\u00e9fices \u00e0 leur sant\u00e9<\/b>. <\/span><\/o:p><\/span><\/span><\/div>\n<\/div>\n
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Le d\u00e9fi est que le laboratoire doit \u00eatre capable de localiser et de valoriser ses produits avec une b\u00e9n\u00e9fice diff\u00e9rentiel op\u00e9rationnel et communicable qui pourra mobiliser dans l'achat final non seulement l'acheteur mais aussi le reste des diff\u00e9rentes cibles impliqu\u00e9es dans la d\u00e9cision<\/b>. Conform\u00e9ment aux \u00e9tudes r\u00e9centes r\u00e9alis\u00e9es par Hamilton Intelligence, 7 acheteurs de produits de sant\u00e9 grand public sur 10 consultent et\/ou prennent conseil aupr\u00e8s du professionnel de sant\u00e9<\/b>: m\u00e9decin traitant, infirmier, nutritionniste et\/ou pharmacien. <\/span><\/span><\/o:p><\/span><\/div>\n<\/div>\n
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En troisi\u00e8me lieu et en lien avec le dernier point, si le laboratoire est en mesure de localiser ce aper\u00e7u<\/b>(compr\u00e9hension approfondie de la n\u00e9cessit\u00e9 r\u00e9elle, de la consommation latente, inconsciente ou honteuse), l'acheteur aura un plus grand pr\u00e9disposition \u00e0 payer<\/b> ce produit. En fin de compte, qui d'entre nous n'accepterait pas de d\u00e9penser de l'argent pour assurer une meilleure qualit\u00e9 de vie, pr\u00e9venir certaines maladies ou \u00eatre plus attractif, vivre plus d'ann\u00e9es et pouvoir profiter de ce que nous aimons ? <\/o:p><\/span><\/span><\/div>\n
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Le dernier point, le pharmacien<\/b> joue \u00e9galement un r\u00f4le plus actif et devient le prescrire<\/b>, ce qui entra\u00eene \u00e0 chaque fois plus n\u00e9cessairement le maintien et resserrer les relations avec le bureau de la pharmacie<\/b>.<\/span><\/o:p><\/span><\/span><\/div>\n

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Selon les \u00e9tudes r\u00e9alis\u00e9es par Hamilton Intelligence au cours des derniers mois, le facteurs que le pharmacien valorise davantage afin de d\u00e9terminer sa satisfaction \u00e0 l'\u00e9gard d'un laboratoire<\/b> sont : en premier lieu les des produits<\/b>, en deuxi\u00e8me lieu leur commercial <\/b><\/span>conditions <\/span><\/b>et enfin, leur processus d'achat<\/b> et le gestion des commandes<\/b>; \u00e9tant ces deux derniers points am\u00e9liorables<\/b> pour les laboratoires.  <\/o:p><\/span><\/span><\/div>\n
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Cela devient donc un d\u00e9fi pour les laboratoires pariant sur le march\u00e9 de la sant\u00e9 grand public en apportant un b\u00e9n\u00e9fice diff\u00e9rentiel au consommateur, en d\u00e9tectant l'\u00e9lasticit\u00e9 des prix et en travaillant sur le lien avec le professionnel de la sant\u00e9 (m\u00e9decins de premi\u00e8re ligne, infirmi\u00e8res, nutritionniste et, concr\u00e8tement, pharmaciens). <\/span><\/o:p><\/span><\/b><\/div>\n<\/div>\n

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<\/span><\/div>\n
Julia Agull\u00f3<\/span><\/div>\n
Jennifer Varon<\/span><\/div>\n

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Selon l'Association pour l'Autosoin de la Sant\u00e9 (ANEFP) et l'IMS, le march\u00e9 de la sant\u00e9 grand public repr\u00e9sentait 261 % des ventes en pharmacie en 2012. Ce secteur se positionne comme le deuxi\u00e8me segment de ventes, juste derri\u00e8re les m\u00e9dicaments sur ordonnance (611 % des ventes), et devant les g\u00e9n\u00e9riques, cens\u00e9s [\u2026]<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[1],"tags":[],"yoast_head":"\n\u2018Consumerhealth\u2019: A market with potential for the laboratory and the pharmacy. -<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hamilton.global\/fr\/consumerhealth-a-market-with-potential-for-the-laboratory-and-the-pharmacy\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u2018Consumerhealth\u2019: A market with potential for the laboratory and the pharmacy. -\" \/>\n<meta property=\"og:description\" content=\"The market of the consumer health represented the 26% of the sales in pharmacies in 2012, according to the Asociaci\u00f3n para el Autocuidado de la Salud (ANEFP) e IMS. 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