OTC drugs have made the most dynamic segment of the pharmaceutical market, with increases above those posted by prescription drugs.
Iulia Rosian, a doctor by training, took over the reins of Sanofi’s consumer healthcare unit almost four years ago and she is now in charge of a 25-brand portfolio with sales worth EUR57 million (RON253 million) last year, when Sanofi was the leader of this market segment, according to company data.
The best-selling OTC drugs in Sanofi’s portfolio are Antinevralgic, No Spa, Essentiale and Ibalgin.
Sanofi plans to launch four OTC products this year.
Unlike prescription drugs, which can be promoted only among doctors, producers are allowed to promote OTC meds among consumers. Pharmaceutical companies are as a matter of fact among the largest investors in local advertising.
Sanofi’s rate-card budget for OTC drug promotion revolved around EUR85 million (RON378 million) in 2014, and this year’s budget is put at some EUR90 million (RON400 million) at rate-card values, but the actual amounts are considerably lower.
In the local OTC market, the largest category is that of flu and cough meds, accounting for 25% of total OTC sales.
(English version by Catalina Apostoiu)