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A large number of pharmaceutical companies operate in Poland. They are often contract manufacturers, but more and more often Polish pharmaceutical companies offer their own products and create their own brands on the market. It is important that these Polish brands gain a greater market share and become more known among Polish consumers. The Polish Institute of Quality Research (PIBJA) has currently examined the most trusted Polish pharmaceutical companies offering over-the-counter drugs and supplements. 41 Polish companies were analyzed to find out about their strengths and weaknesses.
Comprehensive research project
PIBJA collected over 20 thousand. reviews of Polish manufacturers offering over-the-counter (OTC) drugs and dietary supplements. Each review provided feedback on five major customer experience criteria:
- Customer-oriented behavior.
- Value for money.
- Perceived quality.
- Innovation.
- Credibility.
The effectiveness of the products was not part of the analysis as tests and clinical trials are needed to conduct a thorough study.
By collecting information on gender, age and income, the results provide a very detailed insight into brand recognition and perception in general and in more specific consumer groups.
- See also: Drug, medical device, supplement – how do they differ?
Overall, some selected pharmaceutical products perform very well and dominate the minds of a large number of consumer groups. Herbapol Poznań, Herbapol Wrocław i Polpharma are Polish brands that form their own group, being widely recognized as market leaders.
They are behind this group Hasco, Adamed i Olimp, which are direct rivals of the top three, and are just behind them Natural product Zdrovit, Biopharm, Alfofarm, Polish Lek i USP Zdrowie.
Looking at the group of older consumers (aged 60 and over), the ranking is different. Natur Produkt Zdrovit takes third place, ahead of Polpharma. In the group of very young consumers (up to 20 years of age), USP Zdrowie ranks third, and Biofarm – fourth. This is a signal of potential changes in the perception of Polish pharmaceutical companies in the future.
Results in individual test categories
| Satisfaction of older customers | |||
|---|---|---|---|
| 1. | Herbapol Poznań | 84% | Highest satisfaction |
| 2. | Herbapol Wrocław | 83% | Check these top 3 |
| 3. | Natural product Zdrovit | 83% | Check these top 3 |
| 4. | Polpharma | 82% |
| Satisfaction of young customers | |||
|---|---|---|---|
| 1. | Herbapol Poznań | 78% | Highest satisfaction |
| 2. | Herbapol Wrocław | 77% | Check these top 3 |
| 3. | USP Zdrowie | 75% | A contender to the top |
| 4. | Biopharm | 74% | A contender to the top |
* The survey was conducted by a team led by Alina Prałat – customer experience expert. The Polish Quality Research Institute (PIBJA) is an independent research institute specializing in consumer research. The tested companies are not notified in advance about the implementation of the research. PIBJA belongs to the international Consumer Guidance Group (CGG), which has been conducting product and service quality research on the markets of EU countries for 15 years. Find out more about the survey here
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