Please login to the form below

Not currently logged in

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

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 This has already been in practice as some products have been withdrawn from the market while some companies have stopped active promotion on certain brands.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



COVID-19 Updates and Daily News

Featured jobs


Add my company
Weber Shandwick

At Weber Shandwick, engagement has always been the cornerstone of health communications.We make health matter. Health is a basic human...

Latest intelligence

DEMAND DIVERSITY REPORT 02: Why is the LGBTQ+ community facing poorer health outcomes due to COVID-19?
We’re all aware that clinical trials have been discussed more widely since the COVID-19 pandemic. While that’s a great thing for raising awareness of clinical trials in general, it’s also...
CHECKLIST 04: Let’s make your patient recruitment strategies a success
From how to generate insights to define your audience to drilling down those all-important key messages, our checklist has everything you need to think of, covered....
Multichannel engagement and the need for greater understanding of European markets
By Laurence Olding and Georgina James...