艾昆纬-欧洲私人处方市场的潜力（英）

White PaperThe Potential for the Private Prescription Market in Europe MEIKE MADELUNG, Engagement Manager, EMEA Thought Leadership HELENA BAYLEY, Consultant, EMEA Thought LeadershipTable of contentsIntroduction 1Comparative overview of selected European countries 1Healthcare coverage and reimbursement 1The role of private health insurance 3A mature e-health ecosystem as a driver for direct-to-patient markets 4Development of the private and self-payer markets in selected European countries 5Development of the anti-obesity market 7In-depth analysis by country 9Denmark 9France 11Germany 13Italy 15Poland 17Spain 19UK 21Conclusions and recommendations 24Note on data and methods 26References 27Acknowledgements 27About the authors 28 iqvia.com | 1As European healthcare systems face increasing pressure from budget constraints, capacity limitations, and evolving patient expectations, a new frontier is emerging in the pharmaceutical landscape: the private and self-payer prescription market. This white paper explores the untapped potential of this market, with a particular focus on the rise of Anti-Obesity Medications (AOMs) as a catalyst for change.While public healthcare remains the backbone of medical access across Europe, its limitations — especially in timely access to innovation — are prompting patients to seek alternatives. The growing willingness of individuals to pay out of pocket, combined with the expansion of e-health ecosystems and private insurance offerings, is reshaping how treatments are accessed and delivered.This paper provides a comparative overview of healthcare coverage, reimbursement structures, and regulatory environments across key European markets. It examines the dynamics of private health insurance, the role of digital health platforms, and the implications of emerging patient-led demand. Using the rapid development of the AOM market as a blueprint, the paper highlights strategic opportunities for pharmaceutical companies as well as challenges to pharma and healthcare systems alike.Comparative overview of selected European countriesHealthcare coverage and reimbursementThe degree to which healthcare systems cover the cost of treatment as well as their ability to do so is a major driver of private and out-of-pocket expenditure. For the countries covered in this paper, there is considerable variation in the level of coverage provided. This is in part due to the structure of the healthcare system and its approach to allocating cost of care, but for many systems there is also a gap between what systems formally provide and the actual level of provision available under public health insurance. Most systems operate under some resource constraints which lead to capacity issues and as a result people often turn to private health insurance to cover the gap in coverage or pay for treatment out of pocket (OOP).IntroductionTable 1: Public healthcare coverageCOUNTRYPUBLIC HOSPITAL TREATMENTS COVERED?DIAGNOSTICS COVERED?GP VISITS COVERED?S