Marketing and sales
Population: 80 million
Births per year: 680,000
Maturity level: Significant market that is still growing
Products: BiGaia Tropfen, BiGaia Vitamin D3, BiGaia Kautabletten (launched in 2017)
Germany is a “prescription market” when it comes to children. The majority of products are classified as pharmaceuticals, are prescribed by doctors and are subsidized by healthcare insurance. The colic market is dominated by several different drugs containing simethicone and a few products with cumin.
InfectoPharm, with its subsidiary Pädia, is Germany’s leading pharmaceutical company in the pediatric area. They have a large portfolio with successful products in nearly all pediatric indications. The business model is based on direct contact with doctors through a large number of local seminars. Twice a year, they also host symposia that gather more than 3,000 participants. They have no sales force but work with direct marketing.
The subsidiary Pädia took over marketing of BioGaia products at the end of 2015. Pädia is also an umbrella brand for InfectoPharm’s OTC drugs and products.
Despite tough competition, BiGaia Tropfen has secured a position as one of the leading colic products on the market. In 2017, BiGaia tablets will be launched.