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© 2019. All rights reserved. IQVIA® is a registered trademark of IQVIA Inc. in the United States, the European Union, and various other countries.
October 2019
OTC Growth in Europe:
- Market trends and evolution
- How the market will develop
Andy Tisman
Senior Director & Global Lead,
Consumer Health Strategy & Thought Leadership
1
+ Global and Regional OTC Market Trends and Evolution
+ Growth Drivers in OTC: how the market will develop
• New Consumers
• Category Evolution
• Innovation in the OTC Market
• Distribution Developments
+ Conclusions
Table of Contents
2
Innovation and
the Market NowGlobal OTC
Trends
Global and Europe
OTC Trends &
Dynamics
IQVIA - BACHI Symposium, Brussels - October 2019 - Copyright © 2019 IQVIA. All rights reserved
3
The global OTC market witnesses a continuing slowdown, with growth touching lowest point in last 5 years
IQVIA - BACHI Symposium, Brussels - October 2019 - Copyright © 2019 IQVIA. All rights reserved
Note: Sales data for MAT Q2 2019
Source: IQVIA OTC audits plus estimates (Excluding Venezuela)
Year on Year Value Growth & OTC Market Size
MAT Q2 2019
89 96 100 104 108 112
7,79,5 8,3
3,2
4,15,6
4,5
7,0
4,8
4,3
3,92,8
2014 2015 2016 2017 2018 2019
Total OTC €bn Pharma Yr on Yr Growth OTC Yr on Yr Growth
Total Pharma = €1,021bn Total OTC Share = 10.4%
4
Developing Markets continue to drive the majority of global growth, with the share increasing to 83% in the latest period
IQVIA - BACHI Symposium, Brussels - October 2019 - Copyright © 2019 IQVIA. All rights reserved
Region Share of
Global OTC Sales
Region Share of
Global OTC Growth
Share of Sales
51%
Share of
Growth
83%
Developing Markets
Developing MarketsNote: Sales data for MAT Q2 2019
Source: IQVIA OTC audits plus estimates (Excluding Venezuela)
21%
7%
19%
9%
16%
35%
7%14%
11%
26%
17%
9%2%
-2%
7% 2%
JAPAN
AUSTRALASIA
CHINA
Rest of APAC
LATIN AMERICA
CEEMEA
W EUROPE
N AMERICA
5
Innovation remains key in the OTC market; price increase also drives growth, countering volume declines across most regions
IQVIA - BACHI Symposium, Brussels - October 2019 - Copyright © 2019 IQVIA. All rights reserved
Elements of Growth – 3 Year Cumulative Growth %
WESTERN EUROPE NORTH AMERICAGLOBAL (exc Ven)
Base Volume Change
Price Change
New Products
Line Extensions
Total Change
Base Volume Change
Price Change
New Products
Line Extensions
Total Change
CEE LATIN AMERICA
exc Venezuela
APAC
excl Japan
Develo
ped
Develo
pin
g
-3
6
4
5
12
-7
3
6
6
8
0,1
4
1
1
6
-7
17
7
7
22
2
3
6
6
17
-3
8
5
8
17
Source: IQVIA Elements of Growth Analysis
6
0,5%
2,6%
-1,9%
2,5%
1,1%
4,6%
-2,0%
3,5%
0,7%
1,3%
GSK/Pfizer JV becomes the leading global OTC player; among the Top 10, only Sanofi, P&G and Novartis exceeded market growth
IQVIA - BACHI Symposium, Brussels - October 2019 - Copyright © 2019 IQVIA. All rights reserved
Top 10
corporations
account for
29.0% of OTC
market
>0%
<0%
=0%
Change in
Market Share
Value Share of OTC Growth < Market Growth > Market
Source: IQVIATM OTC Global Insights
Global
Growth 2.5%
CCR remained as
largest category for
P&G; Digestive was a
key growth contributor
CCR was the largest and
key growth contributing
category for Novartis
Top 10 Corporations
Value Share & Latest Year Growth (%)
Top 10 share of OTC mkt
reduced slightly from 29.4% in
2018 to 29.0% in 2019
Bayer impacted by
intense competition in
North America and supply
disruptions in Europe
7,0%
4,7%
4,3%
3,9%
2,3%
2,1%
1,6%
1,3%
1,0%
0,9%
GSK/PFIZER JV
SANOFI
BAYER
J&J
RB
P&G
TAISHO+UPSA
NOVARTIS
TAKEDA
TEVA
-0.1%
0.0%
-0.2%
0.0%
0.0%
0.0%
-0.1%
0.0%
0.0%
0.0%
Sanofi’s growth was
mainly driven by
Digestive and Pain
Relief; Enterogermina
(+15%) was fastest
growing product among
Sanofi’s top 10
7
Market impacted by weak performance in CCR & Pain relief, but the remaining three main categories show more positive results
IQVIA - BACHI Symposium, Brussels - October 2019 - Copyright © 2019 IQVIA. All rights reserved
Global OTC – Key Categories
Value Share (%)Value Growth (%)
Pain Relief had a slight (-
0.4%) volume decrease
mainly due to volume
decline in General
Systemic Pain Relief
products
Probiotics and Antacids
have been key growth
drivers in Digestives
Source: IQVIATM OTC Global Insights
CCR had a -2.1%
decrease in units, due to
volume decline in most of
the main segments except
Asthma & anti-allergicsCCR22,7%
VMS & Tonics18,4%
Pain Relief15,9%
Digestive14,7%
Skin9,0%
Others19,4%
2,5%
1,8%
2,9%
1,8%
3,8%
2,7%
2,4%
GlobalOTC
CCR
VMS &Tonics
PainRelief
Digestive
Skin
Others
8
Calming/Sleeping/Mood performance can be attributed to growth in the USA and LatAm
Calming/Sleeping/Mood, Eye Care and Anti-haemorrhoids were key drivers of value growth for the minor OTC categories
IQVIA - BACHI Symposium, Brussels - October 2019 - Copyright © 2019 IQVIA. All rights reserved
Source: IQVIATM OTC Global Insights
Global OTC – Minor Categories
Value Share (%)Value Growth (%)
Eye Care4,2%
Urinary & Reproductive
3,5%
Circulatory2,9%
Calming/Sleeping/Mood2,0%
Herbal & Homeopathics
1,9%
Habit1,4%
Anti-haemorrhoids0,8%
Weight Loss0,6%
Ear Care0,3%
Other OTC1,9%
4,6%
0,1%
-0,3%
7,2%
0,7%
1,6%
4,6%
-6,2%
5,2%
5,0%
Eye Care
Urinary & Reproductive
Circulatory
Calming/Sleeping/Mood
Herbal & Homeopathics
Habit
Anti-haemorrhoids
Weight Loss
Ear Care
Other OTC
Global Growth 2.5%
9
N AMERICA
W EUROPE
CHINA
CEE
JAPAN
LATIN AMERICA
SOUTH ASIA
SE ASIA
AUSTRALASIA
MIDDLE EAST
NORTH ASIA
AFRICA
-6
-4
-2
0
2
4
6
8
10
12
-2 0 2 4 6 8 10 12
Global Latest Year Growth 2.5%
Global 3 Year Average Growth 3.8%
OTC Global Growth by Sub-Region: Long vs Short term
At regional level, most sub-regions slow down apart from some developing sub-regions: LatAm, South Asia
IQVIA - BACHI Symposium, Brussels - October 2019 - Copyright © 2019 IQVIA. All rights reserved Region in decline in latest year
South Asia strong
performance due to
India, whose sales
account for >75% of
the region sales and
grew in double-digits
Introduction of Tiered Care System is
one of the reasons for S-T sales loss;
Reverse switches in Skin Treatment
also impacted sales negativelyMilder flu season impacted CCR sales while regulatory
changes in China have impacted Australia
Source: IQVIATM OTC Global Insights
10
GERMANY
ITALY SPAIN
BELGIUM
FRANCE
UK
PORTUGAL
AUSTRIA
NETHERLANDS
SWEDEN
IRELAND
DENMARK
NORWAY
LUXEMBOURG
SWITZERLAND
-4
-2
0
2
4
6
8
-2 -1 0 1 2 3 4 5 6 7 8
WE Latest Year Growth 1.4%
WE 3 Year Average Growth 2.5%
OTC Western Europe Growth by Country: Long vs Short term
In Europe, WE experienced a slowdown in Q2, mainly due to declining sales in UK and France, and a slowdown in Germany
IQVIA - BACHI Symposium, Brussels - October 2019 - Copyright © 2019 IQVIA. All rights reservedCountry in decline in latest year
Germany slowdown was
majorly due to the CCR
category
UK suffered sales decline in
Pain, Skin, VMS & Tonics
and CCR
France lost sales in all
categories except Skin
Source: IQVIATM OTC Global Insights
GREECE3YR AV 7%
1YR 12%
FINLAND3YR AV 9%
1YR 3%
11
RUSSIA
POLAND
HUNGARY
CZECH REPUBLIC
BULGARIA
SLOVAK REPUBLIC
SERBIA
KAZAKHSTAN
LITHUANIA
CROATIALATVIA
SLOVENIA
-6
-4
-2
0
2
4
6
8
10
12
14
16
18
20
0 2 4 6 8 10 12 14
CEE Latest Year Growth 5.1%
CEE 3 Year Average Growth 6.8%
OTC CEE Growth by Country: Long vs Short term
CEE also experiences slowdown mainly driven by decline in Russia, while Romania and Turkey remain strong
IQVIA - BACHI Symposium, Brussels - October 2019 - Copyright © 2019 IQVIA. All rights reserved
Russia MAT 06/2019
decline due to sales
decrease in 4 out of 5
top categories except
Digestive
Source: IQVIATM OTC Global Insights
Turkey driven by value
growth due to LC
devaluation. Potential
for growth to slow, if
consumer spending
impacted
TURKEY3YR AV 23%
1YR 28%
UKRAINE3YR AV 20%
1YR 13%
ROMANIA3YR AV 17%
1YR 23%
12
Consumer spend increased across most markets with growth % in CEE ahead of WE growth due to price rises
IQVIA - BACHI Symposium, Brussels - October 2019 - Copyright © 2019 IQVIA. All rights reserved
Source: IQVIATM OTC Global Insights
85
165
130
116 109
102 101
9379
71 68
57 5550 48 45
3833
42
90 88 88
7571 71
64 6358 56
5248 46
2418 17
1%
-1%
3% 0% 3% 1% 3%
-2%
3%
-1%
11% 12%
3% 2% 1% 3%
-1%
-3%5% 4% 7%
11%7%
3%8%
5%0%
5% 5%
23%
-3%
10% 14% 15%
27%
Ye
ar
on
Ye
ar
Ch
an
ge (
%)
EU
RO
S
OTC Expenditure per Capita (€) - Europe Countries
Volume in Romania
increased by +15%
13
Source: IQVIATM OTC Global Insights
CCR experienced volume
decline in some of the
leading segments especially
decongestants, C&F, sore
throat, expectorants and
cough relievers
Most categories in Europe except Skin suffered slowdown in Q2 2019 compared to Q2 2018
Europe OTC – Key Categories
Value Share (%)
Value Growth (%)
IQVIA - BACHI Symposium, Brussels - October 2019 - Copyright © 2019 IQVIA. All rights reserved
Pain Relief suffered a volume
decline in all key segments –
general systemic, muscular,
joint care and others
CCR21,2%
Pain Relief16,0%
Digestive15,1%
VMS & Tonics14,4%
Skin8,7%
Others24,5%
2,7%
2,2%
1,8%
4,5%
2,6%
3,2%
2,5%
Europe OTC
CCR
Pain Relief
Digestive
VMS & Tonics
Skin
Others
Digestive growth mainly
driven by probiotics, anti-
diarrhoeals and antacids
14
Source: IQVIATM OTC Global Insights
Although 3 out of top 5 minor categories exceeded market growth, most minor categories were behind their growth in 2018
Europe OTC – Minor Categories
Value Share (%)Value Growth (%)
IQVIA - BACHI Symposium, Brussels - October 2019 - Copyright © 2019 IQVIA. All rights reserved
Among its top 10
countries,
Circulatory suffered
sales declines in
Russia, Italy, France
and Belgium
0,4%
5,0%
3,1%
3,7%
1,0%
2,5%
-7,9%
4,5%
6,3%
3,9%
Circulatory
Eye Care
Urinary & Reproductive
Calming/Sleeping/Mood
Herbal & Homeopathics
Habit
Weight Loss
Anti-haemorrhoids
Ear Care
Others
Europe Growth 2.7%
Circulatory5,1%
Eye Care4,6%
Urinary & Reproductive
4,4%
Calming/Sleeping/Mood2,8%
Herbal & Homeopathics
1,4%
Habit1,4%
Weight Loss0,9%
Anti-haemorrhoids0,9%
Ear Care0,4%
Others2,6%
15
2,4%
1,3%
-3,4%
1,1%
4,1%
1,6%
1,8%
-0,1%
2,2%
0,4%
Source: IQVIATM OTC Global Insights
RB’s sales growth was
mainly driven by CCR
and Pain Relief products.
RB’s largest product
Nurofen experienced high
single-digit growth
>0%
<0%
=0%
Change in
Market Share
Top 10
corporations
account for
33% of OTC
market
Only RB exceeded market growth among the top 10 corporations and only 2 corporations improved growth compared to last period
Bayer suffered sales
decline in CCR,
Digestives & in Pain
Relief. It was also
impacted by supply
disruptions in the region
IQVIA - BACHI Symposium, Brussels - October 2019 - Copyright © 2019 IQVIA. All rights reserved
Value Share of OTC Growth < Market Growth > Market
Europe
Growth 2.7%
Top 10 Corporations
Europe Value Share & Latest Year Growth (%)
6,4%
6,0%
4,0%
3,2%
2,7%
2,6%
2,3%
2,0%
1,9%
1,5%
GSK/PFIZER JV
SANOFI
BAYER
J&J
RB
TEVA
NOVARTIS
MYLAN
STADA
PERRIGO
0.0%
-0.1%
-0.3%
-0.1%
0.0%
0.0%
0.0%
-0.1%
0.0%
0.0%
GSK’s business was
behind market growth
which was key reason
behind the JV’s under
performance
16
Global and Europe OTC – some key highlights
IQVIA - BACHI Symposium, Brussels - October 2019 - Copyright © 2019 IQVIA. All rights reserved
Digestives and VMS &
Tonics exceeded global
market average;
Digestives led in Europe
Romania and Turkey in
CEE and Greece and
Portugal in WE have highest
growths in Europe, driven by
increase in per capita expenditure
Latest
Period impacted by
slowdown in all
main categories and
volume declines in
CCR, VMS & Tonics
and Pain
P&G experienced highest growth in the latest MAT,
mainly driven by performance in Digestives
83% Global
growth comes from
Developing Regions
with 51% share of
sales
South Asia is the
fastest growing region while CEE
grows moderately and W Europe is slow growing
Source: IQVIATM OTC Global Insights
17
+ Global and Regional OTC Market Trends and Evolution
+ Growth Drivers in OTC: how the market will develop
• New Consumers
• Category Evolution
• Innovation in the OTC Market
• Distribution Developments
+ Conclusions
Table of Contents
18
New consumers – New
opportunities
IQVIA - BACHI Symposium, Brussels - October 2019 - Copyright © 2019 IQVIA. All rights reserved
19
Consumers are evolving and want more than simple treatments
IQVIA - BACHI Symposium, Brussels - October 2019 - Copyright © 2019 IQVIA. All rights reserved
Source: IQVIATM OTC Trends Report
Changing
demographics
Government-Led
Health Campaigns
Empowered
Digital Consumer
Focus on Wellness
and Prevention
20IQVIA CH Conclave, Sep 2018 #not to be circulated without IQVIA consent
With increasing health literacy and access to technology, consumers are becoming more “health-smart” and proactive towards self care…
IQVIA - BACHI Symposium, Brussels - October 2019 - Copyright © 2019 IQVIA. All rights reserved
21
* out of 45 IQVIATM OTC categories
Aspirational categories drive a third of market growth
IQVIA - BACHI Symposium, Brussels - October 2019 - Copyright © 2019 IQVIA. All rights reserved
Source: IQVIATM Global OTC Insights – MAT Q1 2019
Symptom Relief
Categories
Aspirational
Categories
26%
of OTCvalue sales
33%
of OTCvalue growth
1 in 3Categories by number*
6 in 10fastest growingcategories6%
6%
6%
6%
7%
8%
8%
9%
9%
10%
Decongestants
Eye Care
Oth Mineral Supps
Vitamin B
Calming & Sleeping/Mood Enhanc
Ear Care
Anti Diarrhoeals
Other VMS
Vitamin A&D
Probiotics For Dig Health
Fastest Growing Categories: 3 Year CAGR
22
Aspirational category growth is 4x higher than traditional categories in Developed Markets
Aspirational categories recorded significantly higher growth vs symptom relief categories, especially in Developed Markets
IQVIA - BACHI Symposium, Brussels - October 2019 - Copyright © 2019 IQVIA. All rights reserved
Source: IQVIATM Global OTC Insights – MAT Q2 2019
2,3%
0,6%
4,5%
0,0%
Global
Developed Markets
Emerging Markets
Belgium
Symptom Relief v/s Aspirational Categories – Latest Year Growth (%)
2,9%
2,4%
4,3%
2,0%
Global
Developed Markets
Emerging Markets
Belgium
Note: Developed Markets does not include Japan
Symptom Relief
Categories
Aspirational
Categories
23
Fastest growing companies have a bigger aspirational presence
IQVIA - BACHI Symposium, Brussels - October 2019 - Copyright © 2019 IQVIA. All rights reserved
Source: IQVIATM Global OTC Insights – MAT Q1 2019
Top 10 Companies 50 Fastest Growing Companies*Local/Regional Companies
AspirationalTraditional Symptom
Relief
Aspirational
Traditional Symptom
Relief
Aspirational
Traditional Symptom
Relief
* 50 fastest growing companies in the top 200 based on 3 year CAGR
24
Innovation and
the Market Now
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25
Consumers are now more engaged and want solutions that work best for them
IQVIA - BACHI Symposium, Brussels - October 2019 - Copyright © 2019 IQVIA. All rights reserved
Consumers are no longer satisfied with just what
is made available to them
Options for consumers
are growing
The industry has been slow
to respond in terms of
innovating to modern
consumer needs… changing attitudes of new
generations and rise of the digital
communications technology mean
they can voice exactly what they
expect from a service or a product
… and they will swap to an
alternative if they believe it
will work better for them
How do you innovate for the new consumer?
… but no industry is protected
from disruptive innovation
26
Innovation approaches must keep up with what consumers want
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New connections – exciting innovations – new growth opportunities
27
Expand the scope of innovation to meet evolving consumer expectations
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Consumer
Centricity
• Products and services that deliver significant new benefits & claims
• Validated through scientific evidence based on consumer-centric
approaches
• Advanced Rx-to-OTC switches
Holistic Health &
Wellness concepts
• Integrate validated tools to support consumers on their health &
wellness journey
• Develop a higher level of personalization
Digital Health tools will be a key driver in developing
new consumer-centric scientific evidence and in
expanding the product eco-system
Engage with the consumer to generate the evidence needed to bring forward new claims, indications and products to OTC
28
While extension of OTC distribution channels addresses consumer lifestyles and meets demands for convenience
IQVIA - BACHI Symposium, Brussels - October 2019 - Copyright © 2019 IQVIA. All rights reserved
Traditional apothecary
independent pharmacy
e-pharmacyMom & Pop stores,
Convenience outletsSuper/Hyper-markets
Modern pharmacy,
Drugstores
Pharmacy chains
“Virtual” chains, symbol
groups
29
E-commerce pharmacy becomes more important within the overall pharmacy market and is growing more quickly
POLAND
197
47
50Chain Pharmacy
Independent Pharmacy
Internet Pharmacy
4X
Value of Transaction (PLN)
12
3
3
4X
Internet Pharmacy
Independent Pharmacy
Chain Pharmacy
Packages Number
7
2
2
3.5X
Internet Pharmacy
Independent Pharmacy
Chain Pharmacy
SKU Number
✓ The average value of transaction in
internet pharmacy is approx. 4X
traditional pharmacy
✓ Internet pharmacy more than
doubled its market share in 3 years
✓ In Germany, the evolution of internet
pharmacy is slower as the sector is
more mature …but still grows 8X the
rate of street pharmacy
CZECH REPUBLIC
98.2% 97.7%
Internet Pharmacy Street Pharmacy
Market Share - Value
GERMANY
12.8%
14.3%
12.6%
87.2%
2015
2016
85.7%
87.4%
16
2
4
Internet Pharmacy
Street Pharmacy
Total Market
Y-o-Y growth (%)Market Share
IQVIA - BACHI Symposium, Brussels - October 2019 - Copyright © 2019 IQVIA. All rights reserved
2,7% 3,5%5,9%
7,3%
20172015 2016 2018
2017
30
...reflecting a different product portfolio compared to traditional “brick & mortar” pharmacies
IQVIA - BACHI Symposium, Brussels - October 2019 - Copyright © 2019 IQVIA. All rights reserved
13.0%
28.0%
11.0%
7.0% 11.0%
OTC PEC PAC NUT
Internet 54.0%
Street 72% 4.0%
PEC & NUT hold ~2X share in internet pharmacies
compared to traditional pharmacies
11.0%
25.0%
11.0%
5.0% 15.0%
OTC PEC PAC NUT
Internet 55.0%
Street 75.0% 3.0%
OTC share is reduced and PAC share reduces by half or
more in internet pharmacies
22.0%
40.0%
18.0%
8.0% 9.0%
OTC PEC PAC NUT
Internet 43.0%
Street 56.0% 4.0%
11.0%
16.0%
23.0%
5.0%
OTC NUTPEC PAC
Internet 77.0% 2.0%
Street 64.0% 2.0%
POLAND
CZECH REPUBLIC
GERMANY
ITALY
31
Amazon clearly has the scale to address the opportunity …but will need to address some specific challenges in healthcare
IQVIA - BACHI Symposium, Brussels - October 2019 - Copyright © 2019 IQVIA. All rights reserved
Penetration of big tech companies in healthcare will put Pharma and CH companies in an unfamiliar environment!
Alexa Diabetes
Challenge in
partnership
with Merck
Amazon
invested in
cancer-testing
startup Grail
A Move into
Online PharmacyIncreasing investment in both healthcare
and prescription drugs with the recent
acquisition of PillPack
A Move into
WholesalingAmazon forged key partnerships years
ago with some of the largest U.S.
distributors, like Cardinal Health to sell
medical supplies and equipment to clinics
and hospitals, and it is looking to build out
that business
A move into
health insurancePartnership with J.P. Morgan and
Berkshire Hathaway to work on the issue
of rising employee health-benefits costs
A move into
private labelsBasic Care, Amazon’s recently launched
exclusive line of Perrigo OTC health
products, is a possible challenge to
pharmacy retail chains
“Alexa, refill my Omeprazole”
32
+ Global and Regional OTC Market Trends and Evolution
+ Growth Drivers in OTC: how the market will develop
• New Consumers
• Category evolution
• Innovation in the OTC market
• Distribution developments
+ Conclusions
Table of Contents
33IQVIA CH Conclave, Sep 2018 #not to be circulated without IQVIA consent
Source: QuintilesIMS, Adforum
‘Creating more options for consumers’ will continue to be the major theme for self care industry and pharmacy
IQVIA - BACHI Symposium, Brussels - October 2019 - Copyright © 2019 IQVIA. All rights reserved
34
How has the market changed?
Summary and Conclusions
After a period of growth, the OTC market slowing
• The market is facing a challenging time
• Emerging markets have driven growth and become very significant, but key markets are also slowing
Consumers and their expectations are changing
• New generations have different needs
• Greater focused on health and wellness
• Standard NPD/line extensions no longer enough
Consumer choice has increased
• Increasing move towards self-care
• Wider OTC accessibility, through multiple channels
• Impact of digital, fast-moving but CHC is behind
Industry and pharmacy need to think creatively
• Address changing market dynamics and the needs
of new consumer demographics
• Disruptive innovation will increase, especially digital
Increasingly digitalized, heath-literate consumers
• More holistic, consumer-centric solutions
• Growing share of aspirational healthcare categories
• Increased personalization via Digital Health
Addressing challenging opportunities?
• Aligning consumer-centricity and demand for “natural” with scientific validation to drive innovation and claims
• Changing roles of different channels, including e-commerce
• Enhancing value and differentiation
IQVIA - BACHI Symposium, Brussels - October 2019 - Copyright © 2019 IQVIA. All rights reserved
How will the market change further?
35
Please contact us for more information
IQVIA - BACHI Symposium, Brussels - October 2019 - Copyright © 2019 IQVIA. All rights reserved
Andy Tisman
Global Lead, Consumer Health Strategy & Thought Leadership
+44 203 075 5295