Game Changing Forces Driving the Future of Pharmacy in Europe

Nov. 26, 2012 - PRLog -- Speaking at the Zukunft Apotheke conference held at the Radison Blu in Frankfurt last week James Dudley painted a picture of unfolding change to pharmaceutical distribution channels in Europe.

The well known healthcare marketing strategist and author of the pharmaceutical industry’s respected bi-annual market report “OTC Distribution in Europe” explained how new influences would contribute to a reshaping of healthcare distribution channels over the next few years. Among the most significant challenges to European pharmacy channel are - imported retail innovations from the USA using Internet and mobile technology, the enlargement of cross border multi-format pharmacy chains and competitive challenges arising from the merger of Walgreens and Alliance Boots.

Furthermore, the attraction of the pharmacy channel to mass market operators including Auchan, Leclerc and Carrefour, Tesco, DM and Jerónimo Martins will continue to contribute to a reshaping of the retail pharmacy channel especially for non-prescription medicines, personal care products and up-market toiletries and cosmetics.

•   Multi-format pharmacy regional groupings made up of wholly owned drugstores, affiliated pharmacies and franchise concepts will in future create brands with meanings to consumers

•   Retail pharmacies in Europe will need to reduce their reliance on price regulated prescription business and compete for a share of the more profitable personal care opportunities as well OTC self-medication.

•   Retail pharmacy chains are investing in multi-channel shopping experiences through E commerce, home delivery and E value loyalty schemes linked to store cards as well developments in mobile technology applications –M Commerce

•    Drugstore chains will exert buyer power on a global/regional basis to maximize market share forcing further consolidation in the supply chain to meet the demands of pharmacy groups in terms of prices, cost of goods, promotional spend and services

•    Competitive forces may well drive pharmacy groups to imitate segmentation strategies found in other retail sectors with a distinction between those which will become big discounters and those targeting premium opportunities

•    The development of ‘own’ or ‘private label ’ will evolve into an intrinsic part of  each retailers’ brand building strategies rather than as cheaper substitutes for more expensive propriety brands

•   Manufacturers of health and personal care brands will need to rethink strategies to enable them to compete in an increasingly competitive retail environment

Download a copy of James Dudley’s presentation
http://www.james-dudley.co.uk/downloads/presentations/ret...