Against a backdrop of increasing competition and rapidly changing consumer expectations, it is essential for pharmacies and parapharmacies to rethink their sales strategies. Detailed analysis of customer data, the use of an external sales force and targeted local marketing campaigns can radically transform the business model of these chains. By adopting a data-driven approach, relying on back-up sales staff and carrying out tailor-made operations with consumers, pharmacies can gain in agility and commercial performance in the face of the current challenges facing the sector.
Better qualify prospects thanks to predictive analysis
Faced with changing consumer expectations in terms of health and well-being, the precise targeting marketing campaigns is more essential than ever for those involved in pharmacy and parapharmacy.
Thanks to predictive analysis techniques such as scoring, geotargeting and social targetingIt is now possible to identify the most receptive profiles and geographical areas for each type of product.
This approach data-driven enables the most relevant message and offer to be sent to each customer segment. According to a 2021 Salesforce study, campaigns using this predictive data increase the conversion rate by up to 25% and divide the cost of customer acquisition by 3.
By adopting a ultra-personalised marketing Using data analysis, pharmacies can optimise their sales performance and respond more effectively to changing consumer habits.
Increase sales pressure with flexible field teams
In response to seasonal peaks in activity and strengthen sales initiatives In pharmacies, the use of a back-up sales force provides flexibility and responsiveness. Dedicated to listing products and promoting them at the point of sale, these sales representatives support the in-house teams.
According to a study by Arthur D. Little, this approach can increase sales by an average of 8 to 12% in the pharmaceutical sector.
For laboratories, sales outsourcing targeted at certain channels or periods makes it possible to increase the agility of the sales force and step up the commercial pressure during strategic phases. It's a powerful leverage to win market share in buoyant segments and improve the performance of pharmacy distribution.
Improving proximity to pharmacists through educational initiatives
Strengthening the proximity to pharmacists is a key issue for pharmaceutical companies. To achieve this, ongoing training sessions on the latest product innovations are designed to increase pharmacists' expertise and their ability to effectively advise patients.
This educational support must be combined with in-depth work on merchandising to optimise product visibility and availability. Visit direct order entry on tablet also makes it easier to track orders.
The combination of these three levers - training, on-shelf visibility and improved order flow - helps to improve short- and long-term sales in the pharmacy network. It optimises the generation of qualified traffic, and boosts sales efficiency and pharmacist satisfaction.
Drawing on our expertise in the pharmaceutical, wellness and health sectors, we can help you implement these proven strategies. Contact our commercial outsourcing service now co************@*******pe.com to boost your pharmacy sales.
