OTC Distribution in Europe - 2007 edition

This expanded 2007 edition, written by one of Europe's leading healthcare strategy consultants James Dudley, is the largest and most up-to-date strategic analysis of the supply network serving the non-prescription pharmaceuticals and OTC Self-medication markets in Europe

This is the sixth edition of the OTC Distribution in Europe study represents over 15 years of research into the European market for non-prescription and OTC medicines as well as associated consumer self-care products.

This 2007 report is probably the most important edition since the study began in that it exposes imminent large scale changes to the structure of the supply network, new sources of access for self-medication and healthcare consumers and the gradual concentration of pharmaceutical buyer power across the European continent.

Healthcare Markets covered are: Austria, Belgium, Czech Republic, Denmark, Finland, France, Germany, Great Britain, Hungary, Italy, Netherlands, Norway, Poland, Slovak Republic, Slovenia, Spain, Sweden and Switzerland.

OTC Distribution in Europe is an in-depth strategic analysis that defines and explores the main themes of change running through the European region and shows how they will influence non-prescription and OTC medicine manufacturers' channel strategies.

Covering 18 European markets, OTC Distribution in Europe, this important market report not only provides key facts, figures and trends about the healthcare marketing environment in each country; it offers a wealth of knowledge together with essential insights into an increasingly complex consumer market from a highly respected strategy consultant, James Dudley

The European non-prescription medicines and consumer OTC self-medication market is today worth some €29 billion at consumer prices and represents 36% of world sales.

Yet, it is a market on the frontiers of change. Change that will reshape the structure of the supply chain, focus buyer power and consequently present suppliers with new strategic challenges. The aim of this sixth study into OTC Distribution in Europe is to explore these frontiers of change and to provide thoughts on how to anticipate unfolding threats and opportunities.

OTC Medicine Manufacturers will have to find strategic responses at both national and international levels to a number of critical issues some of which include: -

• Progressive deregulation of the pharmacy supply chain driven by the European Commission and European Court of Justice especially in Germany, France, Spain, Austria and Sweden
• Continuing concentration of pharmaceutical wholesaler's buying power and vertical integration into retailing and logistics across European borders
• The expansion of a Europe-wide retail pharmacy footprint of 'virtual' and wholly owned chains connected to a handful of key pharmaceutical wholesalers
• Underperformance of much of the non-prescription sector because of healthcare reforms and the maturity of some core categories leading to changes to industry structures with an increasing shift to brand driven consumer marketing cultures
• The ambitions of mass market grocery and chain discount drugstore operators to tap the lucrative consumer health market through GSL brands and pharmacy and OTC unit in-plants
• The expansion of international retailers from the US and Far East into the European consumer health and beauty markets
• The legacy of reforms in Europe's largest market, Germany, especially the loss of reimbursement for medicines not requiring a doctors prescription, the abolition of resale price maintenance on OTC medicines, legalization of mail order and Internet marketing of pharmaceuticals and anticipation of further deregulation of pharmacy ownership.

This 18 country study has identified many of the unfolding strategic issues within the supply chain that will impact on individual OTC Self-medication companies as both threats and opportunities

About the Author of OTC Distribution in Europe

James Dudley is one of Europe's leading strategic marketing thinkers and an influential contributor to a number of ground breaking marketing initiatives in Europe's consumer health markets. He is the author of a number of highly important, strategic marketing studies including his best-selling work "Winning Strategies: Successful Innovation beyond Rx to OTC Switching".

He is also a marketing strategy consultant to a number of the leading international consumer health companies in Europe.

James Dudley has also been a visiting lecturer and guest speaker to Masters' Programmes on European and International business strategy at several European universities, including the Helsinki School of Economics, University of East Anglia and Cranfield School of Management as well as leading strategy workshops at the Management Centre Europe in Brussels.

James Dudley holds an MBA from Cranfield School of Management and was course winner of the E.R.G Prize for his paper on international business.

He was also awarded the F.E. Cook cup presented by the CAM Society for his paper on consumer marketing.