As we pointed out in our previous blog post, 2012 has several changes in store for pharmaceutical companies. The healthcare reform defined by the Semmelweis and Széll Kálmán plans mean comprehensive structural transformation for the entire field.
Changes in the pharmaceutical representative system – the increasing importance of HR
The new decisions effect pharmaceutical representatives most negatively, because the return of investment on the personal meetings with physicians is considerably lower, mainly because of the „additional taxes” that the industry has to face in Hungary. According to the new rulings that came to effect in the middle of 2011 the turnover tax rose from 12% to 20% and pharmaceutical companies have to pay a yearly 10 Million HUF amount after every representative providing product information to physicians and pharmacists. According to the data of GYEMSZI (Institute of Pharmaceutical and Healthcare Quality and Organisation Development) in the beginning of 2011 there were 2 600 pharmaceutical representatives working in Hungary. This number dropped to 2 100 by the end of the year.
In 2012 the HR support of the remaining representatives will be even more important. According to the in-depth interviews carried out by Szinapszis Ltd. among pharmaceutical representatives it has to be a priority in the future to further involve representatives in sales strategies, so they get more comprehensive insights about the entire process. When using personal representative meetings and alternative sales tools simultaneously, the initiation and training of reps are critical, so they don’t look at the new tools as rivals, but as „sales partners” – while supporting the goals of the pharmaceutical management.
The new ePatient appears
The internet plays a key role when people, patients are seeking health-related information. The patient who is constantly searching the web for information appears in the healthcare system as a (more or less) conscious customer, and these new patients or e-patients need their doctors to participate in the communication process as well – creating new challenges for healthcare professionals, since old-fashioned one-way „communication” needs to be replaced by two-sided consultations.
More informed patients have higher expectations of the quality of healthcare, which results of these patients appearing more frequently in the private sector of the healthcare system.
This group of patients create a new target for pharmaceuticals since there is a new opportunity for directed non-expert communication – and not only in the field of OTC treatments.
Improving patient non-adherence – with legislative tools
A so-called patient-compliance program is part of the restricting initiatives proposed for pharmaceuticals in 2012, this program will be introduced first among patients with vascular problems and chronic lung conditions. According to the new initiative patients who want to pay the same amount for their medications they used to need to improve their health parameters with exercise, a healthy diet and lifestyle, and with regularly taking their medications – with losing weight and quitting smoking. Therefore in 2012 the role of patient-compliance programs assumed to become more emphasized.
But when it comes to the improvement of concordance about treatment options physicians are pessimistic: almost 75% of them don’t believe that the before mentioned policies and other initiatives aimed to strengthen the co-operation will result in a better doctor-patient collaboration in the following 2 years.
The more substantial role of pharmacists
Among other things the expansion of generics and the introduction of active ingredient-based prescriptions will further strengthen the role of pharmacists in the future, even more so in sales. Observing the efficiency of pharmacy sales is going to be a crucial, which means measurement of these areas (like mystery shopping) is going to be more significant in 2012.