Opticom News
Medical & Healthcare
Autumn 2011
Opticom as a strategic partner
Abbott Diabetes Care works with a number of consumer marketing initiatives and with more strategic projects. For many of these activities – including end-user coaching as well as segmentation studies but also for strategic projects such as FutureLab® – Abbott Diabetes Care has selected Opticom as its preferred partner.
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A truly global village
Did you know that Opticom is one of the most international companies in Sweden? Last year we had over 80 employees in our office in Stockholm representing some 25 nationalities.
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Study boosted self-confidence
To ensure discussions with potential partners are based on facts rather than assump-tions, MIPS AB engaged Opticom to conduct an Internet survey incorporating a conjoint analysis to measure  willingness to pay for MIPS' technology.
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What's new at Opticom?

Through this newsletter, we would like to get in touch with you to keep you in the loop about what is going on in Opticom's Medical & Healthcare division. In this edition, we would like to highlight two of Opticom's recent publications about the Swedish pharmaceutical industry, to share some of our clients' experiences with you, as well as tell you a bit more about Opticom's international atmosphere.
New Opticom report shows opportunities in pharmacy market

Recently Opticom launched the first comprehensive report about the market situation following the re-regulation of the Swedish pharmacy market. The report is based on results from in-depth interviews with leading executives at pharmacy companies, a survey among representatives for the pharmaceutical industry as well as an analysis of published market research about customers’ satisfaction with pharmacies.  

Some of the conclusions from this report:
  • Both pharmaceutical companies as well as pharmacies want to develop their cooperation, but few have taken direct initiatives to do so
  • More than 300 new pharmacies have opened, but still there is criticism against the fact that the availability of certain products has deteriorated
  • The re-regulation has not lead to lower prices yet
  • The Swedish state needs to reconsider its role in relation to this market – The role of Apoteket AB is questioned by other players
  • Future: Consolidation and increased differentiation. The pharmacy companies have a great, strategic opportunity in clearer positioning
Read more about this report in the full news release (in Swedish)
A misunderstood industry still fun to work in

The pharmaceutical industry does not get the appreciation, respect or financial compensation it deserves. Health care providers are perceived as adversaries rather than partners and there are no natural possibilities to obtain access to the final customer. These are some of the conclusions from the industry survey that the industry journal Pharma Industry, and Opticom, conducted for the second consecutive year. The survey includes answers from 173 respondents representing 57 different pharmaceutical companies active in Sweden.

Besides complaints against the general attitude towards the industry the survey raises questions regarding the medical expertise within TLV (The Dental and Pharmaceutical Benefits Agency) and concerns with their strong one-sided focus purely on cost. The lack of a comprehensive view on health economics makes it difficult to work with medical innovation in Sweden. The trade organization LIF (The research-based pharmaceutical industry in Sweden) is considered to be too weak and invisible in the public debate where it is supposed to represent and work in favour of the industry. Despite all this, eight out of ten industry representatives think it is fun to work in the pharmaceutical industry.

Read the full article about this industry wide survey (in Swedish).