Faced with the complexity of pharmacy sector and rapidly changing consumer expectations, health, wellbeing and dermo-cosmetics brands are looking for agile solutions to strengthen their presence in pharmacies. Against this backdrop, the pharmaceutical delegate plays a decisive role in the commercial strategy of pharmaceutical companies.
Whether it's a question of boosting product visibility, supporting order-taking or encouraging officinal recommendationThe field representative acts as a real performance accelerator. But they need to be well-targeted, well-trained and well managed.
Find out how players in the sector can rely on a outsourced sales force specialising in pharmacy to increase their market share, strengthen their relationship with pharmacies and improve the ROI of their actions in the field.
1. Better targeting of sales actions thanks to predictive analysis
1.1 Understanding the most strategic prescription areas
The pharmacy sector is no exception to the data-driven logic. By analysing sales, cross-referencing socio-demographic data and order histories, it is now possible to identify high-potential areas. Thanks to geoscoringIn this way, it is possible to prioritise pharmacies according to their customer profile, their commercial positioning (health, advice or impulse pharmacy) or their ability to prescribe certain categories of products.
By outsourcing all or part of their canvassing, laboratories can rely on the support of a telesales to pre-qualify points of sale, cross-reference available data and provide field representatives with optimised rounds, backed up by clear objectives. The result: better-targeted visits, a higher conversion rate and optimised sales pressure.
1.2. Adapting messages according to the pharmacy's profile
Each pharmacy has its own approach to listing, advice and promotion. The same sales pitch will not work with a naturopathic-oriented city-centre pharmacy as with a discount parapharmacy in a suburban area.
Thanks to socio-targeting and the business expertise of a trained pharmaceutical delegateIn this way, laboratories can adapt their sales pitch, highlighting an innovation, focusing on profitability per linear metre, proving clinical efficacy, etc. Each visit then becomes an opportunity to personalise and convince.
1.3 Measuring, adjusting, performing
One of the major benefits of data-driven management is the ability to measure actions and react quickly. Number of visits, order-taking rate, DN/DV achieved, out-of-stock items identified, increase in sell-in by product segment, etc. BI tools can be used to generate dashboards shared between the customer, the sales force and the management unit.
By analysing results on the fly, it is possible to adjust targets, sales pitches and sales aids during the campaign. This dynamic management enhances sales performance while maximising return on investment in the field.
2. Strengthening pharmacy recommendations through a targeted presence on the ground
2.1. The pharmaceutical sales representative: the link between the laboratory and the pharmacy
The presence of a pharmaceutical delegate enables us to establish a direct relationship with the brand owners and their teams. This human link is essential to fostering trust and anchoring the brand in the pharmacy environment over the long term. The role is not limited to taking orders: it involves providing relevant advice at the counter, in line with patients' expectations.
By communicating the right arguments, sharing usage data or the differentiating benefits of a product, the sales representative creates the conditions for a successful sale. active recommendation. This proximity, when built over time, is a powerful lever for building loyalty among partner pharmacies.
2.2 Mobilising a back-up sales force: flexibility and efficiency
For laboratories that need to strengthen their field coverage, particularly during launch periods or targeted campaigns, the outsourced sales force specialising in pharmaceuticals is a flexible solution that can be activated quickly and is cost-effective.
Back-up sales staff can work in support of an existing in-house team, in areas that are not covered, or to support a network that is under strain. They are operational as soon as they are trained, aligned with the sector's regulatory challenges and trained in the specificities of pharmacy visits.
This partial or total outsourcing can speed up brand deployment, increase shelf visibility and establish a high frequency of visits, while keeping the sales budget under control.
2.3. An effective and measurable recommendation on the ground
Setting up a field team only makes sense if it is part of a results-based approach. That's why operations are generally accompanied by precise objectives and regular monitoring: coverage rate of pharmacies, number of orders, qualitative feedback from the field, photos of shelves, feedback from pharmacists, etc.
These indicators, however simple, can be used to assess the effectiveness of recommendations made in the field. They also provide a valuable basis for adjusting sales pitches, targeting future actions or refining sales aids.
In short, the use of a targeted field presence A well-trained pharmacist can create the right conditions for active recommendation: an understanding of the products, a bond of trust, a close relationship... all key factors in an increasingly competitive pharmacy environment.
3. Training, equipping and supporting pharmacists to maximise sales
3.1. Continuing training: the key to recommendations for pharmacies
Against a backdrop of fierce competition between brands, pharmacists' ability to recommend a product depends largely on their level of knowledge. Training pharmacy teams becomes a major differentiating factor for laboratories.
The formats can vary: face-to-face training led by a expert delegateshort in-store sessions, e-learning modules and more. interactive webinars. The objective remains the same: to communicate the benefits of the products, the proof of efficacy and the examples of use in the field in an educational way.
These actions not only reinforce the skills of our pharmacy teams, but also their commitment to the brand. A well-informed pharmacist is a valuable ally in the prescription and advice chain.
3.2. Appropriate merchandising to promote products in the right place
The quality of pharmacy merchandising has a direct impact on a range's visibility and appeal. A product that is poorly established, badly signposted or poorly stocked will have less chance of being recommended... even if it is effective.
The site visit helps to optimise the layout, ensure the right positioning for each segment (food supplements, dermo-cosmetics, hygiene, etc.), install the right POS/ILV and combat out-of-stock situations.
By working directly with pharmacies, the merchandisers or delegates trained in shelf space management contribute to improving the dramatisation, the understanding of the offer by the end customer and, ultimately, the triggering of a purchase.
3.3. Digitalising tools: improving efficiency and fluidity
Digital tools make it possible to support sales initiatives in a smoother, more professional way. Some of the most widely used tools are :
- Order taking on tablet Reduced errors, immediate confirmation, stock visibility
- Digital sales support interactive product sheets, educational videos, FAQs
- Linear surveys and photo audits traceability of implantations, quality monitoring
These tools also facilitate exchanges with the laboratory, the management of teams and the production of reports. They professionalise the sales approach while enhancing the rigour and transparency of operations in the field.
Finally, by integrating these tools into an overall system (sales force, merchandising, telesales), we are able to 360° view of the pharmacy businessa guarantee of sustainable performance.
Conclusion: activate the right levers to make a difference in the pharmacy sector
In an increasingly competitive pharmacy environment, it is no longer enough to have a presence on the shelf to trigger preference. It is the combined actions of intelligent targetingof qualitative field presence andpersonalised support for pharmacy teams that enable brands to really stand out from the crowd.
The role of pharmaceutical delegate has been transformed: it has become an ambassador, a trainer, a network facilitator and a sensor of insights all rolled into one. With the right training, the right tools and the right management, they become a strategic asset for boosting recommendations and accelerating sales at the point of sale.
Whether it's through a back-up sales force, targeted activation operations or merchandising and training support, there are practical, flexible and measurable solutions to help you achieve your sales objectives in pharmacies.
Need to boost your pharmacy sales?
Our specialist teams in the health, well-being, dermo-cosmetics and parapharmacy support brands in the deployment of their commercial strategies. From the potential audit to implementation on the ground, we help you turn your objectives into results.
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