According to studies carried out by the market research consultancy HAMILTON GLOBAL INTELLIGENCE (www.hamilton.global) based on more than 6,000 responses from buyers of Consumer Healthcare categories sold in pharmacies and parapharmacies (over-the-counter products and medicines) we can conclude that, on average, In 60% of the cases the purchase of the main brand is made by recommendation and in the remaining 40% by own decision.
As for the 60% of purchases by recommendation, 40% of them are generated by the prescription from a professional (doctor or pharmacist) and the remaining 20% by the advice from a family member or acquaintance. He pharmacist is, on average, the professional who has the most weight in the purchasing decision, In recent years, it has taken on a much more active role and has become a brand prescriber.
As regards the 40%of purchases by own decision, the elements that influence the most are the brand loyalty, choosing it yourself forprove, the TV advertising and hearing about the brandto other people (in total the four items add up to 30% of the total 40%). And, specifically, the advertising in the pharmacy which influences, on average, 5% of self-directed purchases.
He buyer profile It is in a 60% of the cases women and in a 40% man, of about 43 years old On average, 70% of the time they shop at a pharmacy, 15% at a drugstore, and to a lesser extent, 9.5% at a supermarket and 6% via the Internet (mainly at online pharmacies and drugstores). 3 out of 10 They declare to use the social networks for stay informedon topics related to the health.
Yesterday, September 25th was World Pharmacist Day, a pharmacist who is taking on an increasingly active role in recommending Consumer Healthcare categories, becoming one of the main influencers in the purchase of the main brand. As the World Pharmacist Day advanced a few months ago, International Pharmaceutical Federation (FIP) pharmacies are being seen as “a formal gateway to the health system where the Collaborative interaction between patients and pharmacists (with or without the provision of a therapeutic substance) confers undoubted benefits in the total health care system.”. These statements by the FIP suggest that the role of the pharmacist will continue to grow in the coming years.
