Is inflation becoming a brand killer for pharmacy products?

First press response to the Bonsai ApoVote study

Bonsai Health today published the latest figures from Bonsai ApoVote - the representative survey of pharmacists in Germany. The first result: savings are being made on the subject of health. Exciting for the pharmaceutical companies - and for the current trade press: 57 percent of pharmacists say that their customers ask more often for cheaper product alternatives. In these cases, the manufacturers' advertising investments pay more to the category than to the brand.

"The fact that there is an increased demand for low-cost alternatives must be an alarm signal for every brand manufacturer," Bettina Mertens-Danowski, Head of Bonsai Health, emphasizes in pharma relations.

"Brand manufacturers are threatened with a loss of market share if customers notice their advertising but then specifically ask for cheaper generics," quotes Health Care Marketing Dirk Hamann, Head of Bonsai Analytics. When campaigns - such as those for cold remedies or products to strengthen the immune system in the fall - focus more on the category than on the brand, the return on investment (ROI) falls.

And the marketing magazine "Horizont" sees in the news of the day: "Generics at an advantage".

Conclusion

Savings are also being made in the area of health. Most pharmacies are observing increasing price sensitivity on the part of customers - and many are also seeing a decline in demand. There is currently no fear of supply bottlenecks or further price increases in purchasing behavior; "hoarding purchases" are the exception. Only ten percent of pharmacists have noticed that more is being bought in stock.

Contact
Bettina Mertens-Danowski,
Head of Bonsai Health
Bettina.Mertens-Danowski@bonsai-research.com
+49 406077681-26