Marketing a Farmacias

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Transcript Marketing a Farmacias

Marketing to the Pharmacy
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2/17/03
Importance of the pharmacy
The Most Important Tasks of a
Rep in a Pharmacy Call
Helpful Tips in the Pharmacy
Factors that Influence the
buying decision
A Workshop to brainstorm
activities to bolster sales in the
pharmacy
Marketing to the Pharmacy
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Why the Pharmacy Call
is Important?
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Patients go directly to the Pharmacy
Pharmacies generate 40% more sales
than prescriptions
You influence pharmacy clerks to give
you added business
You can generate extra sales and reach
your sales target
Marketing to the Pharmacy
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The Top Ten Tasks in a
Pharmacy Call
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Establish and maintain good relations with
pharmacy personnel
Promote your products to all pharmacy
personnel
Obtain information on Mds who use a lot of
Competition
Merchandising, clean merchandise, FIFO,
facilitate return and exchange of damaged goods
Stock inventory
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The Top Ten Tasks in a
Pharmacy Call
6. Verify best selling products of the competition and
identify MDs who prescribe them
7. Organize Contest and Activities to motivate clerks
recommendation of your products
8. Teach Pharmacy Clerks on How to Dispense Our
Products
– Adequate Dosage
– Indications and Precautions
– Level of Expectations
– Side effects and how to manage them
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The Top Ten Tasks in a
Pharmacy Call
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9.
Obtain information on the
prescribing habits of doctors in the
area and find out new doctors
10.
Find out activities of competition,
special offers in the pharmacy, special
promotions inthe territory, new
product launches and impact of new
launches
Marketing to the Pharmacy
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Some Helpful Tips in Doing
Pharmacy Calls
 Leave your Detail Bag in the Car
 Present your Calling Card and explain
whom you wish to visit, eg buyer,
pharmacist, owner
 and the reason for your visit
 If the Pharmacist is advising a patient,
please give him some discrete distance
 Wait for his invitation before going
behind the counter to check on your stock
inventory
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Some Helpful Tips in Doing
Pharmacy Calls
 Ask permission before touching
merchandise in the prescription
department
 Always act the professional you are.
 Respect the confidentiality of
prescriptions
 Satisfy first the needs of the
pharmacist
 And then you may proceed with the
rest of your business.
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Some Helpful Tips
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Inform the pharmacist about your
promotional activities, the duration of your
promotions, the target MDs etc
Check if there are damaged stocks to be
returned. Help with the paperwork required.
Detail the Pharmacist as though he were a
doctor and ask for feedback.
He may be so impressed he´ll want to carry
more stocks!
Marketing to the Pharmacy
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Factors that Affect
Buying Decision
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The Product Profile and Cost of
Product
Your Policy on Merchandise Return
The Consistency of Your Promotional
Announcements
The frequency of Your Visits to this
Pharmacy
The Uniqueness of Your Product
Marketing to the Pharmacy
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Factors that Affect
Buying Decision
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The Quality of Your Professional Service
The Force of Your Sales Force
Your effectiveness in Creating Demand
for Your Products
The Competition
The Movement of Your Other Products
Marketing to the Pharmacy
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The Pharmacy Profile
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Name
Address
Clasification
Owner
Store Manager
Buyer
Pharmacists
Pharmacy Profile
Best time to Visit
Out
of Stock Products:
Products in stock
Volume of Monthly Sales
Financial Situation
Credit Status
Independent...
Member of a Chain
Names of Pharmacy Clerks
Marketing to the Pharmacy
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A Workshop
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List down Activities that can
generate extra sales at the Pharmacy
level
Marketing to the Pharmacy
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Ideas to Generate Sales at the Pharmacy
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Compile a complete Dossier on all important
Pharmacy Clerks.
Celebrate Anniversaries, Birthdays of Pharmacy
Personnel
Organize Talks and Seminars about Sales,
Customer Service and Merchandising for
Pharmacy personnel
Train select Pharmacy personnel in the correct
techniques of Injection, measurement of blood
pressure and First Aid
Marketing to the Pharmacy
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Ideas to Generate Sales at the Pharmacy
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Organize video Projections and Film
showings
Offer Doughnuts and Coffee on special
occasions
Organize Monthly Contests to motivate OTC
sales by pharmacy clerks.
Organize a Monthly Contest to reward the
best Salesperson of the Month to the highest
Seller of Company´s products
Reward the Clerk who is the Star Seller of a
new Product
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Ideas to Generate Sales at the Pharmacy
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Reward the Clerk who is the Star Seller of a new
Product
Reward Pharmacists who do not return goods for
exchange or credit during the entire year
Conduct Free Clinics inside the Pharmacy with a
doctor contracted for by the company.
Conduct Special events for the Pharmacy
personnel, like the Bailethon, Karaoke Contests
etc.
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1. Establish good relations with Pharmacy staff celebrating birthdays, anniversaries and
organizing activities.
2. Inform staff regarding promotional activities, the products, the target MDs and all the
promotional tools.
– It is a good idea to practise your presentations with the pharmacy personnel
3. Inform staff on commercial news, special offers, changes in presentations, new dosage
forms.
4. Organize contests and incentives to stimulate OTC sales.
5. Inventory or stock check; Maintain adequate levels of stocks, ensure no out-of-stock
situations. In other words, Sell,sell,sell!
6. Merchandising: Ensure products are clean and well-placed, easy to locate, and
arranged, FIFO. Process the return and exchange of damaged or near-expired goods
7. Find out which products of the Competition sells the most in the Pharmacy. Identify
those MDs who use the competition ensuring these are included in your list.
8. Organize group presentations, giving education and training to pharmacy staff.
9. Obtain market intelligence, like promotional activities of competition, special offers at
pharmacy level, new products, new campaigns and feedback.
10. Find out movement of your own products, products not moving, MDs prescribing and
MDs not prescribing, changes inthe prescribing habits of targetted nearby MDs
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