New channels to market proliferate.
The channels that take products from manufacturer to patient are moving toward more direct distribution and dispensing, replacing the traditional middlemen. Non-retail distribution channels - those outside of the traditional wholesaler and community pharmacy model - are booming, with more patients receiving their medicines at their home - via home healthcare, mail order or internet pharmacy or a hospital/clinic. Therapies such as biologics requiring specialist initiation and professional administration are particularly well suited to these channels.
Special handling, patient convenience and distribution efficiencies are driving this change. The trend reflects broader changes in the mix of distribution channels which are complicating Europe's pharmaceutical supply chain. For manufacturers this brings unprecedented opportunities to get one step closer to the customer, add value to their product and retain control of distribution.
For some this is a big step and challenges long-standing relationships with wholesalers. For the first time, there is growing recognition of the need for distribution strategies to utilize and manage the new channels effectively and retain agility in the market.
