Caterna | Updates

By Jana Frömke

The Great Potential of Self-Payer Markets - Caterna in Poland

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Dear Companists,

We already told you about the enormous potential for Caterna therapy in European and international markets in a previous update (Update 6). Today we would like to elaborate on one of these markets, in which we have already gained first positive experiences: Poland.

In Europe alone, there are about three million families with children diagnosed with amblyopia. Assuming a prevalence of 6% in children between 4 and 12 years of age, the theoretical amount of potential patients in Poland is 217,000, with almost 24,000 new diagnoses of amblyopia per year.

 

The potential of self-payer markets

In Poland, paying for health services and high co-payments for medicines are part of everyday life despite state insurance. For us, this means that we can treat Poland as if it were a self-payer market. This makes the process easier for Caterna, since we do not have to conduct lengthy negotiations about the assumption of costs by health insurance companies or insurance carriers. Furthermore, distribution via a B2C channel such as online marketing is very promising here. For the parents and children concerned, this offers the opportunity to carry out simple and effective digital therapy support in a strained healthcare market.

 

13 patients have already been treated

We started an initial test phase last year to enter the Polish market. To generate initial leads, we worked together with Polish partners and thereby expanded our contacts in Poland. We translated the website and marketing materials into Polish, secured suitable URLs and set up a Polish service hotline for this purpose. We also established new contacts to Polish ophthalmologists in order to get all stakeholders on board and to increase awareness about Caterna among Polish doctors. There are also plans for academic cooperation with a university clinic to advance the Caterna therapy. This has enabled us to acquire and treat 13 Polish patients within just a few months.

 

Full market entry planned after test phase

We can use these existing patients to analyze and optimize our approach to patients and sales channels. To date, we have met with a predominantly positive response. When the first test phase is completed in mid-October 2018, we will start a complete market entry with our own go-to-market concept and sales channels in Poland together with a Polish partner.

Self-payer markets offer Caterna many opportunities for growth. Our recent test campaign in Poland has already laid a good foundation for learning from this example and preparing the market entry in Poland and for continued internationalization. There also is great synergy potential for our ongoing online marketing measures due to the direct contact with the parents concerned - here, internationalization and parental contact can grow together.

 

Best greetings,

Jana Frömke



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