This white paper explores the growth of private and self-payer prescription markets across Europe, driven by capacity constraints and delayed access in public healthcare systems. It provides country-level comparisons of reimbursement, co-payments, and private insurance uptake. Using anti-obesity medicines as a case study, the paper illustrates how digital health platforms and e-pharmacies are enabling direct-to-patient access. It outlines strategic opportunities and risks for pharmaceutical companies navigating hybrid public–private pathways. The report concludes that private prescription markets represent a meaningful growth frontier requiring tailored access and commercialization strategies.

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