Understanding the B2B Generics Distribution Market - An assessment of a pharmaceutical wholesaler’s opportunities in Switzerland
What actions are effective for a small-to-midsize pharmaceutical producer and wholesaler striving to increase its market share in pharma (and especially generics) wholesaling to medical practices in Switzerland?
Lea Baumberger & Jonathan Koss & Selina Stücker, 2021
Projektarbeit/Praxisprojekt, Spirig HealthCare AG
Betreuende Dozierende: Xinhua Wittmann
Keywords: Pharma Wholesaler, Generics, Business to Business
Pharma wholesaling is a highly competitive line of business. In Switzerland, two dominant players and numerous smaller companies compete for market share. When striving to particularly expand in wholesaling to medical practices, finding an efficient strategy to positively differentiate oneself is crucial. Knowing that doctors tend to view their pharma wholesaler as a fundamental partner, a market participant commissioned our investigation into which service components are valued most by medical practices and how satisfied they are with each such component.
Using a broad-based online survey amongst medical practices, we determined which aspects of their wholesalers’ services doctors considered most important. Doctors’ levels of satisfaction with each aspect were recorded. We also conducted personal interviews to learn from doctors’ specific feedback about their pharma wholesaler. The survey’s aggregate quantitative data was analysed and commented on and the most essential information was distilled into a SWOT table. Using this as a basis, a tentative TOWS matrix was constructed to suggest potential paths of action.
The online survey provided clearcut information about doctors’ expectations of – and satisfaction with – their pharma wholesalers. The detailed quantitative data about each aspect of the wholesalers’ services was analysed, discussed and visually processed in numerous charts and tables. Thanks to the elaborate survey, a reliable and at the same time differentiated situational analysis could be created from the aggregate data. The personal interviews with our client’s customers allowed valuable insights into doctors’ preferences and pain points.
While we were able to show that our client’s services meet the expectations of the doctors well, our further analysis and the TOWS matrix demonstrated areas where improvements might still be possible.
We believe that we have rendered a useful contribution to our client’s quest for higher market share in pharma wholesaling to medical practices.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: Strategie, Marketing & Kommunikation