{"id":929,"date":"2014-06-26T08:24:00","date_gmt":"2014-06-26T08:24:00","guid":{"rendered":"http:\/\/hamilton.global\/index.php\/2014\/06\/26\/keys-to-optimize-the-position-of-the-laboratory-in-the-pharmacy\/"},"modified":"2025-11-03T11:43:25","modified_gmt":"2025-11-03T11:43:25","slug":"keys-to-optimize-the-position-of-the-laboratory-in-the-pharmacy","status":"publish","type":"post","link":"https:\/\/hamilton.global\/en\/keys-to-optimize-the-position-of-the-laboratory-in-the-pharmacy\/","title":{"rendered":"Keys to optimize the position of the laboratory in the pharmacy"},"content":{"rendered":"
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According to the Association for Health Self-Care<\/i> (ANEFP) and IMS the pharmacy Spanish market is showing an increasing trend since the third quarter of 2013. The private market of prescription and the self-care or consumer health are increasing and now are accounting for a 40% of the total volume and a 26'8% in value<\/b>. The consumer health market ranks as the second segment that brings more sales to the pharmacy, after the prescription market, acting as a mean of survival and great support to the pharmacy.<\/o:p><\/span><\/span><\/div>\n

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Given this situation, it is highly attractive for the laboratory to have a closer relationship with the pharmaceutical target<\/b> in order to get a better position of their products in the pharmacy office, to include advertising at the point of sale and, among others, to take their brands up to the top of the minds of the pharmacists at the moment that they are recommending to the consumer\/patient<\/span><\/span><\/div>\n
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From several studies done through the last months by the market research consultancy Hamilton, it has been detected that the pharmaceutical target would highly appreciate other resources that favored their daily activity beyond trade policies<\/b> applied by the laboratories<\/span><\/span><\/div>\n

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In order to determine what the laboratories can provide, great beyond the price variable, it is essential to use research market techniques that allow us to go deeper in their daily life<\/b>, detecting insights<\/b> and needs that help the pharmacist to optimize the management at the pharmacy office. <\/span><\/o:p><\/span><\/div>\n<\/div>\n
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\u00bf<\/span>How can the laboratories get closer to the daily activity of the pharmacist<\/span><\/span>?<\/span><\/b><\/div>\n<\/div>\n
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It is necessary to reinvent the traditional research market techniques to perform in the daily work of the pharmacist and the pharmacist auxiliaries, detecting what incitements are the key in the purchasing decision at the point of sale<\/span><\/div>\n<\/div>\n

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For this we apply mix deepening techniques <\/b>in which are implemented ethnographic methodologies and in depth techniques<\/b> in order to observe in situ the pharmacy strategies, understanding the mission, the functions, the attitudes, the motivations and the needs of the pharmacists in their main activities. The aim is to identify what the laboratory can provide in their day-to-day situations in order to be closer with them, and indirectly, stay in a better position in the list of recommendations and sales.<\/span><\/span><\/div>\n

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Sometimes <\/span>creative dynamics<\/b> are also proposed in order to overcome the rational barriers, go deeper to a more latent and unconscious level and landing the ideas\/insights of the pharmacist in concepts of new products and\/or services that define a <\/span>\u201cwin-win\u201d model<\/b> between the laboratory and the pharmacy.<\/span><\/div>\n
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Helping the pharmacists in the management of the pharmacy implies, also, <\/span>advising them in the marketing mix<\/b>, giving them tricks about the products, services, distribution, communication and promotion, among other tools. For the laboratory it means defining a better strategy of category management in the pharmacy, optimizing the investment in advertising and communication and, also, going into detail on the rational and emotional elements that influence the pharmacist recommendation<\/span><\/div>\n<\/div>\n
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For that it is necessary to analyze the possible routes<\/b> of the consumer in the pharmacy, determining the cold and the heat zone<\/b> in the same and in the linear and, moreover, measuring what elements and what stimulus are susceptible at the point of sale to attract the attention and become a trigger for a purchase<\/b>. Establishing a quantification of these elements will allow us to know the consumer decision tree<\/b> and detect what button we should touch in order to optimize our marketing strategies and the trade marketing.<\/span><\/span><\/div>\n

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Let's get a moment the pharmacist role\u2026 who of us would not like to be helped in their daily activities? Who would not like that others care about our business? Who wouldn't like to sell more? <\/b><\/div>\n<\/div>\n
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The pharmacist is more receptive to listen to new proposals, to apply marketing strategies and to improve their point of sale. <\/o:p><\/b><\/span><\/span><\/div>\n
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Being the first and the best in giving this advice will let us get a better position of our brands and products in their pharmacist and, also, in their top of mind.  <\/o:p><\/b><\/span><\/span><\/div>\n<\/div>\n

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Jennifer Varon<\/span><\/div>\n
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According to the Asociaci\u00f3n para el Autocuidado de la Salud (ANEFP) and IMS the pharmacy Spanish market is showing an increasing trend since the third quarter of 2013. The private market of prescription and the self-care or consumerhealth are increasing and now are accounting for a 40% of the total volume and a 26'8% in [\u2026]<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[26,24,25,22,23],"tags":[],"yoast_head":"\nKeys to optimize the position of the laboratory in the pharmacy -<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hamilton.global\/en\/keys-to-optimize-the-position-of-the-laboratory-in-the-pharmacy\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Keys to optimize the position of the laboratory in the pharmacy -\" \/>\n<meta property=\"og:description\" content=\"According to the Asociaci\u00f3n para el Autocuidado de la Salud (ANEFP) and IMS the pharmacy Spanish market is showing an increasing tendency since the third trimester of 2013. 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