{"id":1288,"date":"2019-07-22T14:51:13","date_gmt":"2019-07-22T14:51:13","guid":{"rendered":"http:\/\/lepetitjournaldemapharmacie.fr\/?p=1288"},"modified":"2019-09-20T16:50:12","modified_gmt":"2019-09-20T16:50:12","slug":"cette-semaine-etude-du-marche-de-lorthopedie","status":"publish","type":"post","link":"https:\/\/lepetitjournaldemapharmacie.fr\/index.php\/2019\/07\/22\/cette-semaine-etude-du-marche-de-lorthopedie\/","title":{"rendered":"Etude du march\u00e9 de l&rsquo;orthop\u00e9die"},"content":{"rendered":"\n<p><em>Le march\u00e9 de l\u2019orthop\u00e9die repr\u00e9sente <strong>moins de 1% des achats de la pharmacie moyenne<\/strong> est pourtant au c\u0153ur des pr\u00e9occupations des acheteurs des pharmacies et des groupements de pharmaciens.<\/em><\/p>\n\n\n\n<p><em>L\u2019orthop\u00e9die valorise la pharmacie par:<\/em><\/p>\n\n\n\n<ul><li><em>un acte de conseil m\u00e9tier <\/em><\/li><li><em>relation client personnalis\u00e9<\/em> <\/li><li><em>De l\u2019innovation dans les&nbsp;produits et les mat\u00e9riaux&nbsp;tout en respectant leur cahier des charges<\/em><\/li><\/ul>\n\n\n\n<p><em>C\u2019est\nun march\u00e9 mature avec des acteurs&nbsp;\nhistoriques (<\/em><em>Thuasne<\/em><em>,\nGibaud), des acteurs plus r\u00e9cents&nbsp; (DJO,\nORLIMAN) et de nouveaux acteurs les groupements et des laboratoires&nbsp; qui diversifient leur gammes (Cooper,\nHartmann, <\/em><em>Lohmann<\/em><em>\net Rauscher, BSN &#8230;).<\/em><\/p>\n\n\n\n<p><em>Quels\nsont les laboratoires du march\u00e9&nbsp; ?<\/em><\/p>\n\n\n\n<p><em>Quels\nsont les produits \u00e0 r\u00e9f\u00e9rencer&nbsp; <\/em><\/p>\n\n\n\n<p><em>Quelles\nsont les marges des produits ?<\/em><\/p>\n\n\n\n<p><em>Pour\nfaciliter vos \u00e9changes, voil\u00e0 les r\u00e9sultats de l\u2019\u00e9tude de ce march\u00e9 bas\u00e9 sur\nles 12 derniers mois. Faites le bon choix <\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">L&rsquo;orthop\u00e9die<\/h2>\n\n\n\n<h4 class=\"wp-block-heading\"><em><strong>Cette \u00e9tude est \u00e9galement disponible&nbsp;<\/strong><\/em><a href=\"https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2019\/07\/2019-07-11-MARCHE-DE-LORTHOPEDIE-1-1.pdf\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"au format pdf. (s\u2019ouvre dans un nouvel onglet)\">au format pdf.<\/a><\/h4>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Le March\u00e9<\/strong><\/h3>\n\n\n\n<figure class=\"wp-block-image is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2019\/07\/orthopedie-1.png\" alt=\"\" class=\"wp-image-1295\" width=\"210\" height=\"439\" srcset=\"https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2019\/07\/orthopedie-1.png 314w, https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2019\/07\/orthopedie-1-144x300.png 144w\" sizes=\"(max-width: 210px) 100vw, 210px\" \/><\/figure>\n\n\n\n<p> Nous avons pris en compte le march\u00e9 de l\u2019orthop\u00e9die. Dans ce march\u00e9, il y a <strong>68 laboratoires<\/strong> qui commercialisent au total <strong>11 580 produits<\/strong>. <\/p>\n\n\n\n<p>Sur la p\u00e9riode de Juillet 2018 \u00e0 Juin 2019, ce march\u00e9 a \u00e9volu\u00e9 de :<\/p>\n\n\n\n<ul><li>&#8211; 6,5 % en valeur<\/li><li>&#8211; 3,6 % en volume<\/li><li>Le march\u00e9 est en d\u00e9croissance plus rapide sur les prix que sur les volumes? <\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"> PDM et \u00e9volution en volume<\/h2>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"887\" height=\"397\" src=\"https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2019\/07\/orthopedie-2.png\" alt=\"\" class=\"wp-image-1296\" srcset=\"https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2019\/07\/orthopedie-2.png 887w, https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2019\/07\/orthopedie-2-300x134.png 300w, https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2019\/07\/orthopedie-2-768x344.png 768w\" sizes=\"(max-width: 887px) 100vw, 887px\" \/><\/figure>\n\n\n\n<p> L\u2019analyse du bilan des 12 derniers mois de vente en volume donne<strong> 5 laboratoires leaders<\/strong>:<\/p>\n\n\n\n<ul><li>Thuasne<\/li><li>DJO <\/li><li>SM Europe <\/li><li>Gibaud <\/li><li>Lohmann <\/li><\/ul>\n\n\n\n<figure class=\"wp-block-image is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2019\/07\/orthopedie-3.png\" alt=\"\" class=\"wp-image-1297\" width=\"771\" height=\"352\" srcset=\"https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2019\/07\/orthopedie-3.png 894w, https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2019\/07\/orthopedie-3-300x137.png 300w, https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2019\/07\/orthopedie-3-768x350.png 768w\" sizes=\"(max-width: 771px) 100vw, 771px\" \/><\/figure>\n\n\n\n<p>L\u2019\u00e9volution de leur activit\u00e9 en volume montre 2 \u00e9l\u00e9ments :<\/p>\n\n\n\n<p>La croissance de:<\/p>\n\n\n\n<ul><li><strong>SM Europe <\/strong><\/li><\/ul>\n\n\n\n<p>La\nforte baisse des\nautres laboratoires et\nparticuli\u00e8rement celle de&nbsp; <\/p>\n\n\n\n<ul><li><strong>Gibaud<\/strong> <\/li><\/ul>\n\n\n\n<ul><li><strong>Lohmann<\/strong><\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">PDM des laboratoires et \u00e9volution<\/h2>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"263\" src=\"https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2019\/07\/orthopedie-4-1024x263.png\" alt=\"\" class=\"wp-image-1299\" srcset=\"https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2019\/07\/orthopedie-4-1024x263.png 1024w, https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2019\/07\/orthopedie-4-300x77.png 300w, https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2019\/07\/orthopedie-4-768x197.png 768w, https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2019\/07\/orthopedie-4.png 1430w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Nous avons isol\u00e9 les 10 premiers\nlaboratoires <\/p>\n\n\n\n<p>Ils font plus de <strong>90% des quantit\u00e9s vendues<\/strong><\/p>\n\n\n\n<p>La croissance du march\u00e9 en volume est&nbsp;<strong> &#8211; 3,6%<\/strong><\/p>\n\n\n\n<p>On constate: <\/p>\n\n\n\n<ul><li>Dans les laboratoires leaders, <strong>SM Europe<\/strong> se d\u00e9veloppe bien. <\/li><\/ul>\n\n\n\n<ul><li>Le fort d\u00e9veloppement de petits laboratoires Millet et M\u00e9disport.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">La marge et la Distribution num\u00e9rique (DN)<\/h2>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"323\" src=\"https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2019\/07\/orthopedie-5-1024x323.png\" alt=\"\" class=\"wp-image-1300\" srcset=\"https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2019\/07\/orthopedie-5-1024x323.png 1024w, https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2019\/07\/orthopedie-5-300x95.png 300w, https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2019\/07\/orthopedie-5-768x242.png 768w, https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2019\/07\/orthopedie-5.png 1126w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>La marge sur facture est de<strong> 41,2 % en moyenne <\/strong><\/p>\n\n\n\n<p><strong>SM Europe<\/strong> confirme son d\u00e9veloppement en offrant des conditions commerciales sup\u00e9rieures au march\u00e9  <\/p>\n\n\n\n<p><strong>Thuasne<\/strong> est pr\u00e9sent \u00e0 99% dans le march\u00e9 avec un CA par pharmacies 3,5 fois sup\u00e9rieur \u00e0 la moyenne des laboratoires <\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Dynamique&nbsp;du&nbsp;march\u00e9<\/strong><\/h2>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"561\" src=\"https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2019\/07\/orthopedie-6-1024x561.png\" alt=\"\" class=\"wp-image-1301\" srcset=\"https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2019\/07\/orthopedie-6-1024x561.png 1024w, https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2019\/07\/orthopedie-6-300x164.png 300w, https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2019\/07\/orthopedie-6-768x420.png 768w, https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2019\/07\/orthopedie-6.png 1032w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>La dynamique du march\u00e9 permet de d\u00e9couvrir <strong>les tendances du moment en nombre d\u2019unit\u00e9s vendues <\/strong><\/p>\n\n\n\n<p>si un laboratoire annonce <strong>30 % de PDM<\/strong>, est-ce qu\u2019il tient sa position toute l\u2019ann\u00e9e.<\/p>\n\n\n\n<p>Sur le graphe, on constate que les <strong>3 leaders<\/strong> tiennent bien leur PDM<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Poids des sous march\u00e9s par laboratoire <\/strong><\/h2>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"614\" src=\"https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2019\/07\/orthopedie-7-1024x614.png\" alt=\"\" class=\"wp-image-1302\" srcset=\"https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2019\/07\/orthopedie-7-1024x614.png 1024w, https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2019\/07\/orthopedie-7-300x180.png 300w, https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2019\/07\/orthopedie-7-768x460.png 768w, https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2019\/07\/orthopedie-7.png 1145w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Le\ngraphe permet de voir les PDM par labo et sous-march\u00e9s\npar labo <\/p>\n\n\n\n<p>Ainsi\nGibaud sur\nrepr\u00e9sente les attelles et Orth\u00e8ses dans son\nportefeuille de produits<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Hit parade des produits les plus vendus<\/strong><\/h2>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"401\" src=\"https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2019\/07\/orthopedie-8-1024x401.png\" alt=\"\" class=\"wp-image-1303\" srcset=\"https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2019\/07\/orthopedie-8-1024x401.png 1024w, https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2019\/07\/orthopedie-8-300x118.png 300w, https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2019\/07\/orthopedie-8-768x301.png 768w, https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2019\/07\/orthopedie-8.png 1125w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Ce hit parade des ventes repr\u00e9sente <strong>9% de PDM.<\/strong><\/p>\n\n\n\n<p>Il permet de savoir : <\/p>\n\n\n\n<ul><li>quels produits s\u00e9lectionner lors de la visite de votre d\u00e9l\u00e9gu\u00e9 <\/li><li>les r\u00e9f\u00e9rences produits \u00e0 mettre en priorit\u00e9 dans votre officine  <\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Le coin du pharmacien<\/h2>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<p><em>L\u2019orthop\u00e9die\nest un produit technique et qui n\u00e9cessite un conseil personnalis\u00e9.<\/em><\/p>\n\n\n\n<p><em>Pour\nle pharmacien c\u2019est un moment privil\u00e9gi\u00e9 pour faire un acte m\u00e9tier et\nd\u00e9velopper sa relation client.<\/em><\/p>\n\n\n\n<p><em>Les\n<\/em><em>laboratoires\n<\/em><em>innovent\npour faciliter ce conseil.<\/em><\/p>\n\n\n\n<p><em>Ils\nd\u00e9veloppent de nouveaux produits et services pour faciliter cette\nrelation.&nbsp;<\/em><\/p>\n\n\n\n<p><em>Investissez\net d\u00e9veloppez <\/em><em>cette <\/em><em>relation\nclient, c\u2019est le capital de votre officine que vous <\/em><em>cultiverez.<\/em><\/p>\n\n\n\n<p>Demandez conseil \u00e0 votre pharmacien.  <\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<p><em>Ce dossier a \u00e9t\u00e9 r\u00e9alis\u00e9 \u00e0 partir des donn\u00e9es de la base de donn\u00e9es OffiSant\u00e9. Toutes les donn\u00e9es sont r\u00e9elles et non-extrapol\u00e9es<\/em><\/p>\n\n\n\n<p><em>Pour coller au plus pr\u00e8s de l\u2019actualit\u00e9, tous les r\u00e9sultats sont produits en date de fin du mois pr\u00e9c\u00e9dent<\/em><\/p>\n\n\n\n<p><em>Ce dossier a \u00e9t\u00e9 r\u00e9alis\u00e9 par <strong>Maurice Belais<\/strong>, Pr\u00e9sident de OffiSant\u00e9 SAS; Charg\u00e9 d\u2019enseignement en marketing HEC &amp;IAE Gustave Eiffel \u2022 <strong>Chama BENNANI<\/strong> Assistante marketing Digital \u2022<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le march\u00e9 de l\u2019orthop\u00e9die repr\u00e9sente moins de 1% des achats de la pharmacie moyenne est pourtant au c\u0153ur des pr\u00e9occupations<\/p>\n","protected":false},"author":2,"featured_media":1305,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[54,363,58,1],"tags":[365,368,369,367,371,364,366,370],"acf":[],"rttpg_featured_image_url":{"full":["https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2019\/07\/ORTHOPEDIE.png",794,483,false],"landscape":["https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2019\/07\/ORTHOPEDIE.png",794,483,false],"portraits":["https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2019\/07\/ORTHOPEDIE.png",794,483,false],"thumbnail":["https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2019\/07\/ORTHOPEDIE-150x150.png",150,150,true],"medium":["https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2019\/07\/ORTHOPEDIE-300x182.png",300,182,true],"large":["https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2019\/07\/ORTHOPEDIE.png",794,483,false],"1536x1536":["https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2019\/07\/ORTHOPEDIE.png",794,483,false],"2048x2048":["https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2019\/07\/ORTHOPEDIE.png",794,483,false],"post-thumbnail":["https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2019\/07\/ORTHOPEDIE.png",794,483,false],"donovan-list-post":["https:\/\/lepetitjournaldemapharmacie.fr\/wp-content\/uploads\/2019\/07\/ORTHOPEDIE-600x450.png",600,450,true]},"rttpg_author":{"display_name":"Le petit journal","author_link":"https:\/\/lepetitjournaldemapharmacie.fr\/index.php\/author\/petitgarage\/"},"rttpg_comment":0,"rttpg_category":"<a href=\"https:\/\/lepetitjournaldemapharmacie.fr\/index.php\/category\/etude\/\" rel=\"category tag\">\u00c9tude<\/a> <a href=\"https:\/\/lepetitjournaldemapharmacie.fr\/index.php\/category\/orthopedie\/\" rel=\"category tag\">orthopedie<\/a> <a href=\"https:\/\/lepetitjournaldemapharmacie.fr\/index.php\/category\/pharmacie\/\" rel=\"category tag\">Pharmacie<\/a> <a href=\"https:\/\/lepetitjournaldemapharmacie.fr\/index.php\/category\/uncategorized\/\" rel=\"category tag\">Uncategorized<\/a>","rttpg_excerpt":"Le march\u00e9 de l\u2019orthop\u00e9die repr\u00e9sente moins de 1% des achats de la pharmacie moyenne est pourtant au c\u0153ur des pr\u00e9occupations","_links":{"self":[{"href":"https:\/\/lepetitjournaldemapharmacie.fr\/index.php\/wp-json\/wp\/v2\/posts\/1288"}],"collection":[{"href":"https:\/\/lepetitjournaldemapharmacie.fr\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/lepetitjournaldemapharmacie.fr\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/lepetitjournaldemapharmacie.fr\/index.php\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/lepetitjournaldemapharmacie.fr\/index.php\/wp-json\/wp\/v2\/comments?post=1288"}],"version-history":[{"count":5,"href":"https:\/\/lepetitjournaldemapharmacie.fr\/index.php\/wp-json\/wp\/v2\/posts\/1288\/revisions"}],"predecessor-version":[{"id":1348,"href":"https:\/\/lepetitjournaldemapharmacie.fr\/index.php\/wp-json\/wp\/v2\/posts\/1288\/revisions\/1348"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/lepetitjournaldemapharmacie.fr\/index.php\/wp-json\/wp\/v2\/media\/1305"}],"wp:attachment":[{"href":"https:\/\/lepetitjournaldemapharmacie.fr\/index.php\/wp-json\/wp\/v2\/media?parent=1288"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/lepetitjournaldemapharmacie.fr\/index.php\/wp-json\/wp\/v2\/categories?post=1288"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/lepetitjournaldemapharmacie.fr\/index.php\/wp-json\/wp\/v2\/tags?post=1288"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}