Expanding into France can be a lucrative move for pharmaceutical companies, but only if done right. The French healthcare system is unique, highly regulated, and comes with its own set of rules that can catch even seasoned pharma executives off guard.
At Elliogen, we specialize in helping pharma companies navigate the complexities of the French market. Here are the top 5 mistakes we see companies make and how you can avoid them.
1. Underestimating the role of the Exploitant
The mistake:
Many companies assume that once they have EU-wide approvals, they can automatically commercialize in France without local adaptations. Not so. In France, you need a licensed Exploitant, a local pharmaceutical entity responsible for the product on the French market.
How to avoid it:
- Understand early on that the exploitant is a legal requirement for your market authorization.
- Partner with a reliable exploitant or explore how to become one yourself.
- Make sure your Exploitant aligns with your regulatory and commercial objectives.
2. Delaying Market Access planning
The mistake:
Some companies focus only on regulatory approval, ignoring market access. But in France, reimbursement and pricing are just as critical, and heavily influence uptake.
How to avoid it:
- Start market access strategy in parallel with regulatory planning.
- Engage early with key stakeholders: HAS (Haute Autorité de Santé), CEPS, CNAM.
- Prepare robust dossiers with real-world value arguments, not just clinical efficacy.
3. Misjudging the importance of local partnerships
The mistake:
Companies often think they can manage everything remotely, from headquarters or via EU hubs. But lack of local presence or insight can lead to delays and missed opportunities.
How to avoid it:
- Work with local BD, regulatory, and access consultants who know the landscape.
- Partner with distributors, exploitants, or local affiliates with established reputations.
- Attend French industry events or join local pharma networks to build trust.
4. Failing to localize commercial strategy
The mistake:
Using a one-size-fits-all marketing or sales model across Europe doesn’t work in France. The French system favors evidence-based, value-driven messaging and often requires more institutional focus than patient-driven demand generation.
How to avoid it:
- Tailor your marketing materials to French healthcare professionals and the public sector.
- Be prepared to navigate hospital purchasing processes, tenders, and regional health authorities.
- Consider working with reps or agencies who understand the French hospital and retail dynamics.
5. Overlooking compliance nuances
The mistake:
France has strict rules regarding promotion, transparency, and interactions with healthcare professionals. Some companies face fines or reputational damage for failing to comply.
How to avoid it:
- Familiarize yourself with French-specific compliance rules, including Loi Bertrand and Transparence Santé.
- Ensure your exploitant or local partner helps you navigate these requirements.
- Train your teams early to avoid missteps.
France represents one of the largest and most advanced pharmaceutical markets in the world—but it’s not plug-and-play. The companies that succeed here are the ones who respect the system’s complexity, plan early, and surround themselves with the right partners.
At Elliogen, we help pharma companies enter the French market smoothly, compliantly, and profitably. If you’re planning to launch in France or struggling to navigate the maze, we’d love to talk.