Pharmaceutical Research in Poland

Pharmaceutical market research consists of highly specialized projects conducted among physicians, pharmacists, pharmaceutical wholesalers, and patients. The goal is to deliver data supporting decisions on drug development, market access strategy, product positioning, marketing communications, and HCP (Healthcare Professionals) engagement optimization. The pharmaceutical industry is one of the most demanding research client sectors due to strict regulations, ethical standards, and the specialized knowledge required of researchers.

Poland’s pharmaceutical market is one of the largest in Central and Eastern Europe. The pharmacy market value exceeds 50 billion PLN, with the OTC (over-the-counter) drug and dietary supplement segment growing dynamically. The reimbursement system, formulary lists, and Ministry of Health pricing policy create a complex regulatory environment where market access decisions require solid economic and clinical data.

Common pharma research projects include: ATU studies (Awareness, Trial, Usage) — measuring awareness, usage, and experience with a drug, prescription flow analysis (when does a physician prescribe a specific drug, what are the alternatives?), Rx and OTC product concept testing, market access studies (willingness to pay, reimbursement price modeling, pharmacoeconomic analysis), patient adherence research (do patients take medications as prescribed?), and pharmaceutical brand image tracking among HCPs.

Methodologically, pharma research is distinguished by the need to reach narrow specialist groups. Interviews with medical specialists (e.g., oncologists — approximately 1,500 in Poland) require specialized medical panels, recruitment networks, and appropriate compensation. The most commonly used methods are: IDI with physicians and KOLs (Key Opinion Leaders), CAWI on medical panels (e.g., Sermo, Doctor.One), quantitative surveys among pharmacists (CATI or CAWI), patient surveys (with anonymity and ethical protections), and advisory boards (expert workshops with medical opinion leaders).

The key constraint is regulatory compliance — the EFPIA code, GIF (Chief Pharmaceutical Inspector) guidelines, and GDPR impose strict requirements on contact with physicians, research participation compensation, and medical data processing. Additionally, the boundary between market research and clinical research must be clearly defined — market studies must not influence therapeutic decisions.