2021-11-17-科尔尼-Less_detail,_more_retail_11页_719kb

报告摘要

Traditionally, pharmaceutical sales focused on physicians ("detailing").
Rising healthcare costs, payer pressures, constrained spending, and new regulations (requiring Health Technology Assessments, promoting generics, etc.) diminish physicians' prescribing power.
Patients and retail pharmacies are becoming more involved in treatment choices due to factors like increased patient information and pharmacists' expanding roles.

Less Detail (on Physicians), More Retail (Pharmacies): Engaging the Commercial Trade Channel (CTC) involving pharmacies, wholesalers, and potentially patients more effectively can significantly boost sales of mature drugs (5-25% increase).

Shift Focus: Move beyond relying on wholesalers to manage the direct relationship with pharmacies.
Pharmacist Role: Pharmacists are evolving into key health service providers; companies need tailored relationships.
Engagement Tactics:
- Training programs (e.g., Pfizer, MSD).
- Online portals and platforms (e.g., MSD's Univadis, Roche's e-platform).
- Management and commercial skills development programs (e.g., Almirall).
- Direct distribution models bypassing wholesalers.
- Variable margins and differentiated payment conditions based on service levels.
- Stock management programs.
Why Necessary: To improve product availability, dispensation, increase patient diagnosis and adherence, ensure supply chain integrity.

A strategic mix including sales representatives (separate network often needed), sophisticated online tools/communication platforms, and call centers.
Utilizing email, multimedia calls, e-detailing, and outbound/inbound calls.

High Opportunity Markets (Strategic Focus): China, India, Russia, Latin America (requiring change), Eastern/Southern Europe, Japan.
Developed Markets (Existing focus): Central/Western Europe, US, UK, Australia, Canada (primarily enhancing diagnosis/compliance, less impact on direct availability).
Strategy Tailoring: Actions vary by region based on liberalization, professionalization, concentration levels, and bargaining power.

Wholesalers: Are integral partners, especially in markets with major pharmacy chains they own/disturb (e.g., Alliance, Celesio).
Other Stakeholders: Consider hospital pharmacies, dispensing physicians, and other contacts like consumer goods firms who may benefit from improved pharmacy access.

Moving away from physician-exclusive "detailing" to a multi-stakeholder CTC strategy focusing on pharmacies is essential for pharma commercial success.
A well-executed strategy, adaptable to regional differences, can drive significant sales growth.

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