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Euro'vision blog

A look at the key issues for pharma across Europe

#resistpharma in Turkey

Pharma needs to refocus its efforts in the country after a period of decline
resistpharma

The pharma market in Turkey has been losing its flavour for the last couple of years.

Just a decade ago, the domestic pharma industry was one of the most promising business playgrounds in the country, attracting all stakeholders. Young recruits would strive to gain a position in the indsutry, while senior figures would struggle to maintain and raise their positions.

Likewise, pharma service providers would give priority to the industry's business, as companies would be willing to invest in quality ideas, services, products and more.
But things have changed in recent years, and even more changes are expected to come.

To sum up, more strict regulations have been put into action in terms of drug promotion, restricting the time and frequency of rep visits, which has led to downsizing from companies. On top of this, drug prices have decreased dramatically – down by 70 per cent in original molecules as the government attempts to cut healthcare expenditure.

Together these developments have made pharma companies rethink their investments in the Turkish market. This has already been in practice as some products have been withdrawn from the market while some companies have stopped active promotion on certain brands. In addition, launches have been cancelled or postponed. These decisions not only have economic impacts, but have also put some patients in a difficult situation. 

In recent months, Turkish people have resisted wider sanctions applied by the Government, snowballing from a reaction to the Government's decision to cut down the trees in the middle of İstanbul to make a shopping mall. Not only the trees, but with their freedom cut, people have started a protest that has now been in place for months.

Likewise, the sanctions in pharma industry mentioned above started long ago. What we need to do as all stakeholders is to resist and maintain our business volume as much as we can, in line with the opportunities we have in hand.

We shouldn't surrender as there is still room for improvement and growth in certain areas. The focus for companies has moved largely to speciality drugs and OTC products. Plus, there are opportunities for digital technology to provides another area of communication the industry can focus on. Putting aside all the negative aspects influencing the industry, we should strive hard and regrow the market by taking these opportunities for the good of all.

Article by
Şeniz Kartal

President of gHealthcare, based in Istanbul, Turkey. gHealthcare is part of the Indigenus network of companies.

25th September 2013

From: Sales, Marketing, Healthcare

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