The Public Tenders are going to change Sales & Marketing of the Pharmaceutical Industry, like no other political instrument in the past.
Viewing the historical profits of the Public Health Insurance it is easy to recognize that the GKV makes overflows since 2005. Viewing only the last year 2013, there is a finance cushion of nearly 27,6 billions Euros. This amount is more than the total overflows which were obtained in the last 8 years. The reduced speed of the fusions of the health insurances is a signal for a relaxation of the economic financing pressure on the Public Health Insurance. The participation of the Public Health Insurance on tenders is 100%.
So the instrument of the Discounted Contracts as a consequence of the European tenders is efficient, at least as a cost containment of the Public Health Insurance.
The distribution of generic pharmaceutical finished has changed. Intelligent handling with methods of Market Access is crucial. Knowing the situation of the competition, contractual relationships and contract stipulation, as well as the using of controlling instruments, is necessary.