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Chancen und Risiken in der Selbstmedikation - Erfolgreicher Abverkauf im OTC-/Freiwahlgeschäft

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Vortrag von Dr. Frank Wartenberg, President Central Europe IMS Health, anlässlich einer Podiumsdiskussion auf der pharma-world/Expopharm 2015 in Düsseldorf.

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Chancen und Risiken in der Selbstmedikation - Erfolgreicher Abverkauf im OTC-/Freiwahlgeschäft

  1. 1. Chancen und Risiken in der Selbstmedikation – Erfolgreicher Abverkauf im OTC-/ Freiwahlgeschäft pharma-world - Podiumsdiskussion Dr. Frank Wartenberg IMS Health, President Central Europe 2. Oktober 2015 in Düsseldorf
  2. 2. Trends und Treiber im Apothekenmarkt
  3. 3. 33 Erweiterter Apothekenmarkt, Apotheke (Offizin und Versandhandel), Mass Market*, Deuschland, Umsatz Mio. €, Marktanteil Wert Quelle: IMS® Consumer Report Apotheke, IMS OTC® Report/IMS® GesundheitsMittelStudie (GMS) Mass Market, Rx aus IMS PharmaTrend® monatlich 26.802 20.016 (75%) 6.258 (23%) 528 (2%) 1. HJ 2014 25.071 18.821 (75%) 5.782 (23%) 468 (2%) 1. HJ 2013 23.956 17.702 (74%) 5.781 (24%) 474 (2%) 6,9% +4,7% 1. HJ 2015 Apotheke rezeptpflichtigApotheke rezeptfreiMass Market 6,3 8,2 12,8 Gesamtmarkt 6,9 +/-% € 1. Halbjahr 2015 zu Vorjahr Der Markt für Gesundheitsprodukte wächst über alle Teilbereiche dynamisch nach Umsatz - außerhalb der Apotheke sogar zweistellig Wachstum nach Vertriebskanälen * Mass Market = Drogeriemarkt, Verbrauchermarkt, trad. Einzelhandel und Discounter Mass Market * OTC und Gesundheits- mittel Apotheke * OTC, Gesundheitsmittel, Kosmetik / Körperpflege, medizinischer Sachbedarf, Nutrition ( u.a. Nahrungs- ergänzung) Apotheke Rx © 2015, IMS HEALTH - Chancen und Risiken in der Selbstmedikation - Dr. Frank Wartenberg
  4. 4. 44 Ausgeprägtes Umsatzwachstum bei deutlich schwächerer Absatzentwicklung zeigt den Trend zu hochpreisigeren Produkten Apothekenmarkt nach Segmenten, Apotheke (Offizin und VH), Deutschland, 1. HJ 2015 Quelle: IMS® Consumer Report Apotheke, Rx aus IMS PharmaTrend® monatlich +/-% € z u Vorjahr Nutrition (u.a. Nahrungs- ergänzungs- mittel) 156 Kosmetik und Körperpflege 691 Medizinischer Sachbedarf 1.321 rezeptfreie Arzneimittel + Nichtarzneimittel (OTCGMS) 4.090 rezeptpflichtige Arzneimittel 20.016 Apothekenmarkt 26.274 -1,2 3,2 4,0 11,0 6,3 6,8 17 61 74 458 367 977 -2,8 1,2 1,6 10,1 2,4 5,6 +/-% Packungen zu Vorjahr Umsatz Mio. € Absatz Mio. Packungen Wachstumstreiber: Hochpreisige Anti- Pigment und Anti- Aging Produkte Wachstumstreiber: u.a. spezielle Wundversorgung und Blutdruckmessgeräte Rückläufig ist u.a. der Markt für Schlankheitsmittel Sehr starke Erkältungs- saison! © 2015, IMS HEALTH - Chancen und Risiken in der Selbstmedikation - Dr. Frank Wartenberg
  5. 5. 55 Offizin und Versandhandel legen beide zweistellig zu Rezeptfreie Arznei- und Nichtarzneimittel, Deutschland, Apotheke - Offizin-/VH-Umsatz Mio. €, Marktanteil Wert Quelle: IMS® Consumer Report Apotheke 3.311 (89%) 418 (11%) 4.090 7,9% +11,0% -1,2% 1. HJ 2015 3.572 (87%) 518 (13%) 1. HJ 2014 3.685 3.226 (88%) 460 (12%) 1. HJ 2013 3.729 Offizin *VH Offizin * 10,7 Apotheken-Versandhandel (VH) 12,7 Apothekenmarkt OTC und Gesundheitsmittel 11,0 * Offizin = Vor-Ort-Apotheke +/-% € 1. Halbjahr 2015 zu Vorjahr Wachstum nach Vertriebskanälen © 2015, IMS HEALTH - Chancen und Risiken in der Selbstmedikation - Dr. Frank Wartenberg
  6. 6. 66 Quelle: IMS® Consumer Report Apotheke OTC-Gruppe Umsatz Mio. € Umsatzanteil Offizin/VH Offizin +/-% € z. VJ VH +/-% € z. VJ OTC und Gesundheitsmittel - Gesamtmarkt 4.090 01 HUST.+ERKAELT.MITT/ATEMW. 1.014 02 SCHMERZMITT+MUSKEL/GELENK 623 03 PRAEP.F.D.VERDAUUNGSTRAKT 551 04 VITAM/MINERALST/NAHR.ERG. 425 06 HAUTMITTEL 369 10 HERZ- U. KREISLAUFMITTEL 249 07 AUGENPRAEPARATE 181 12 MITT.BLASE+FORTPFL.ORGANE 149 18 VERSCHIEDENES 139 13 BERUH+SCHLAFM+STIMM.AUFH 124 05 TONIKA/GERIATR/MELISS/IMM 93 09 MUND- UND ZAHNBEHANDLUNG 46 11 MITTEL GEGEN UEBELKEIT 37 17 ENTWOEHNUNGSMITTEL 28 14 PROD.Z.GEWICHTSABNAHME 28 97 ALLE AND.NI.KLASS.PRAEP. 21 08 OHRENPRAEPARATE 14 11,5 12,1 6,9 0,9 9,2 0,1 10,2 -0,6 29,2 3,2 5,7 1,1 3,6 7,0 7,9 6,9 25,0 10,7 94% 6% 94% 6% 65% 35% 79% 21% 92% 8% 93% 7% 81% 19% 84% 16% 84% 16% 84% 16% 87% 13% 81% 19% 89% 11% 85% 15% 88% 12% 86% 14% 92% 8% 87% 13% 17,1 28,9 2,8 11,6 10,0 8,1 14,3 7,2 34,7 3,8 12,0 3,6 8,1 14,0 15,8 10,5 20,9 12,7 Rezeptfreie Arznei- und Nichtarzneimittel, Deutschland, Apotheke (Offizin und Versandhandel), Ranking OTC-Gruppen nach Umsatz, 1. Halbjahr 2015 Die starke Grippe- und Erkältungssaison treibt das Wachstum u.a. bei Husten-/Erkältungsmitteln und Tonika, © 2015, IMS HEALTH - Chancen und Risiken in der Selbstmedikation - Dr. Frank Wartenberg
  7. 7. Effizienzgewinne bei Platzierungsaktivitäten in Apotheken – Beispiel: Sichtwahlgestaltung
  8. 8. 88 Sicht- bzw. Freiwahlgestaltung ist keine Glaubensfrage - sondern eine notwendige Bedingung für die moderne Apotheke Platzierungs-Effektivität eines saisonalen Produkts im Juli 2015 12,2 3,5 7,6 Verkaufende Apotheken OHNE Sicht- / Freiwahl- platzierung Apotheken Gesamt +8,7 Apotheken MIT Sicht- / Freiwahlplatzierung Ø Absatz pro Apotheke Gegenüber den „Schubladen-Apotheken“ erreichen Apotheken mit Sicht- bzw. Freiwahlplatzierung den 3½-fachen Absatz! Tipp © 2015, IMS HEALTH - Chancen und Risiken in der Selbstmedikation - Dr. Frank Wartenberg
  9. 9. 99 Mehr Sichtbarkeit im Apotheken-Regal bringt 47% mehr Marktanteil Wie wirkt sich eine unterschiedlich breite Sichtwahlplatzierung auf den Marktanteil von Nasenspray-Marken aus? © 2015, IMS HEALTH - Chancen und Risiken in der Selbstmedikation - Dr. Frank Wartenberg 147 136 123 100 +47% > 10 Facings7 bis 10 Facings1 bis 6 Facingskeine Sichtwahl N=449 Apotheken, Basis: Dez 2013, Marktanteile Wert Fallstudie: Facingelastizität Nasenspray Nasenspray – Top Marke B Marktanteil auf Indexbasis
  10. 10. 1010 Alle Marken reagieren auf Sichtwahlpräsenz B mit höchster Facingelastizität, A + C ab 10 Facings ohne Effekt 147136 123 100 > 107 - 101 - 60 Marke A Marke B Marke C 0 = keine Sichtwahlplatzierung; N=449 Apotheken, Basis: Dez 2013, Marktanteile Wert Marktanteil von Nasenspray-Marken nach Sichtwahlplatzierung © 2015, IMS HEALTH - Chancen und Risiken in der Selbstmedikation - Dr. Frank Wartenberg Anzahl Facings 123125 112 100 > 101 - 6 7 - 100 Anzahl Facings 136137 100 1 - 9 > 90 Anzahl Facings Apothekerinnen und Apotheker sollten Top-Marken breit in der Sichtwahl platzieren! Tipp Fallstudie: Facingelastizität Nasenspray
  11. 11. Dem Shopper auf der Spur – Wann und wo kauft der Apotheken-Kunde … ?
  12. 12. 1212 Montag und Dienstag sind die favorisierten Tage für Arztbesuche. Am Samstag gehen die Kunden shoppen Vor-Ort-Apotheken in Deutschland: Verteilung Kaufakte auf einzelne Wochentage * … Quelle: IMS STO und IMS SRM, * Anmerkung: 7 Tage = 100%, N = 2.934 Apotheken Sonntag Montag Dienstag Mittwoch Donnerstag Freitag Apotheke insgesamt 0,9% 19,2% 18,7% 16,5% 18,0% 17,4% 9,6% 0,4% 20,4% 20,6% 16,9% 19,9% 17,2% 4,6% Rezeptpflichtige Arzneimittel 0,7% 18,8% 17,6% 16,1% 16,9% 17,5% 12,3% OTC Arzneimittel 0,4% 17,7% 17,3% 16,4% 16,8% 17,8% 13,5% Kosmetik & Körperpflege 0,5% 18,7% 18,3% 16,7% 17,8% 17,9% 10,0% Medizinischer Sachbedarf 0,5% 19,3% 18,3% 16,2% 17,6% 17,3% 10,9% Nutrition (u.a. Nahrungs- ergänzung) ! !Samstag © 2015, IMS HEALTH - Chancen und Risiken in der Selbstmedikation - Dr. Frank Wartenberg
  13. 13. 1313 Mit steigender Frequenz - steigt die Bedeutung von OTC und Freiwahl! Schöpfen kleinere Apotheken ihr OTC- und Freiwahlpotential nicht aus? * Durchschnittlicher Wert pro Rx-Bon mit Rx-Abgabe. ** Durchschnittlicher Wert pro OTC-Bon mit OTC-Abgabe (nicht verschreibungspflichtige Arzneimittel) und ohne Rx-Abgabe. *** Durchschnittlicher Wert pro „weitere Bons“ / Produkte der Freiwahl Quelle: IMS STO und IMS SRM, N = 2.934 Apotheken Apothekensegmente nach Anzahl Bons/Tag Ø Bon-Wert (Euro) Anteil Bons mit und ohne Rx Total Rx* OTC ** Weitere Bons *** Bons mit Rx Bons ohne Rx Gruppe 1 – 19% bis 90 Bons 63,45 103,52 14,30 23,08 50% 50% Gruppe 2 – 20% 91 bis 120 Bons 60,72 99,77 15,53 23,58 48% 52% Gruppe 3 – 23% 121 bis 160 Bons 57,54 96,16 14,34 24,00 47% 53% Gruppe 4 – 19% 161 bis 225 Bons 56,60 97,83 16,16 23,28 44% 56% Gruppe 5 – 18% über 225 Bons 51,75 94,13 15,59 24,07 40% 60% © 2015, IMS HEALTH - Chancen und Risiken in der Selbstmedikation - Dr. Frank Wartenberg
  14. 14. 1414 Werden Sie Panel-Partner von IMS Health ! Haben Sie Interesse an der Mitarbeit bei unserer Markt- und Versorgungsforschung? Rund 4.000 Apotheken liefern bereits wöchentlich anonymisierte Abverkaufs- informationen aus dem Warenwirtschaftssystem an IMS Health. Werden auch Sie mit Ihrer Apotheke Panel-Partner von IMS Health! Weitere Informationen unter www.imshealth.com/apotheken Rufen Sie uns an Telefon: 069 – 6604 4618 Ihre Vorteile 1. Potenziale besser ausschöpfen 2. Preise optimal setzen 3. Trends frühzeitig erkennen 4. Vergleiche mit anderen Apotheken © 2015, IMS HEALTH - Chancen und Risiken in der Selbstmedikation - Dr. Frank Wartenberg
  15. 15. 1515 Für weitere Informationen stehe ich Ihnen gerne zur Verfügung: Dr. Frank Wartenberg President, Central Europe Telefon: 069/6604-4315 fwartenberg@de.imshealth.com
  16. 16. 1616 © 2015, IMS HEALTH - Chancen und Risiken in der Selbstmedikation - Dr. Frank Wartenberg
  17. 17. 1717 © 2015, IMS HEALTH GmbH & Co. OHG Alle Rechte vorbehalten. Die Informationen dürfen weder ganz noch teilweise ohne vorherige ausdrückliche Erlaubnis von IMS HEALTH GmbH & Co. OHG vervielfältigt, gespeichert, weiterverarbeitet und in keiner Weise zugänglich gemacht werden. Die gegebenenfalls im Zusammenhang mit Daten verwendeten Begriffe „Patient, Arzt, Arztpraxis, Verordner oder Apotheke“ bezeichnen keine personenbezogenen, sondern ausschließlich (nach § 3 Abs. 6 Bundesdatenschutzgesetz) anonyme Informationen. IMS stellt durch den Einsatz modernster Technologien und Verfahren sicher, dass seine Dienstleistungen, unabhängig davon wie die Daten untereinander verknüpft werden, den Datenschutzbestimmungen entsprechen. © 2015, IMS HEALTH - Chancen und Risiken in der Selbstmedikation - Dr. Frank Wartenberg

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