DOCTORS MARKETING PROGRAM FOR ORGANIZED PHARMACY RETAIL CHAIN SUBMITTED BY- DEEPAK KHANDELWAL PGDM –Marketing PG-MM-10005
Apollo pharmacy is a part of Apollo hospitals- Asia`s largest healthcare group.
The first hospital was started in 1983 by Dr.Pratap Singh Reddy(Chairman) in Chennai. It was 150 beds hospital. Now in Asia there more than 1000 Apollo pharmacy retail outlet are present.
In Jaipur the project was came in May 2002 and there were 20 locations selected across the city and the 1 st chemist shop was open in Malviya Nagar ,Kabir Marg in June 2002. And now there are total 28 retail shops in Jaipur.
To develop a community of care and concern that caters to our customers with the most innovative retail management programs, service and technology.
Our mission is to be a responsive round-the-clock pharmacy retailer to our prospective customers.
Free reminder service
Free health camps
Free health insurance
We refill your prescriptions
ROLE OF OPERATIONS & MARKETING DEPT :
Discount Coupon Redemption
Our greatest asset is the Customer! Treat each Customer as if they are the only one!”
OBJECTIVE OF THE PROJECT WORK
APOLLO PHARMACY has assigned me this work as a survey of no. of Customer walk in, how much they are Satisfy, doctors tie up and study directed through various policies which promoted sale and company brand image in the market.
So my primary objective is to collect the relevant data, which can serve the purpose of the company.
Feedback given by Doctors, Customer.
Written feedback to capture the immediate feedback which was taken in specially designed questionnaire.
Interviews & personal interaction.
Guidance from the Apollo Pharmacy Staffs.
Books, Journals & internet Sites.
To find out the number of customer walk-in.
To find out the sales of pharma and non pharma products.
To analyze the doctor`s prescription.
To find out whether customer be honoured or not(non- honoured).
To analyze the consuming capacity (product) of customer.
TABLE-1 BRANCH NAME- VIDHYADHAR NAGAR,JAIPUR DAY & DATE PHARMACY NAME NO. OF WALK-INS 9 AM-1 PM 4 PM-10 PM NO.OF PRESCRIPTIONS 9 AM-1 PM 4 PM-10 PM TOTAL NO. OF PRESCRIPTIONS Tuesday, 04-05-10 VIDHYADHAR NAGAR 13 33 6 17 23 Wednesday ,05-05-10 VIDHYADHAR NAGAR 11 29 4 9 13 Thursday,06-05-10 VIDHYADHAR NAGAR 14 44 5 11 16
TABLE-3 DAY & DATE Pharma NO. OF People Entered Honour Nonhonoured Nonpharma NO. OF People Entered Honour Nonhonoured Tuesday, 04-05-10 73 69 4 13 Wednesday, 05-05-10 57 53 4 28 Thursday, 06-05-10 75 73 2 13
1. Ambience of the pharmacy.
2 . Friendliness and courtesy of the staff.
3 . skill and competency of the pharmacy staff.
4 . Communication & detailing Skill of the pharmacy staff.
5 . Overall Quality and range of drugs available.
8 . Have you ever been turned off from Apollo pharmacy for non-availability of medicines?
7 . On the average, how long you wait in the pharmacy for precuring medicines(in minutes).
8 . Overall ,how would you rate the services rendered in pharmacy?
ANALYSIS BASED ON QUESTIONNAIRE
Ambience of the pharmacy:
Friendliness and courtesy of the staff :
Category No. of Respondents Excellent 23 Good 34 Average 30 Poor 13 Total 100 Category No. of Respondents Excellent 17 Good 32 Average 36 Poor 15 Total 100
ANALYSIS BASED ON QUESTIONNAIRE
Communication & detailing Skill of the pharmacy staff:
Skill and competency of the pharmacy staff:
Category No. of Respondents Excellent 20 Good 35 Average 33 Poor 12 Total 100 Category No. of Respondents Excellent 14 Good 36 Average 28 Poor 22 Total 100
After the keen study of the Apollo Pharmacy of Jaipur it is clear that the areas in which company has its core competency are Home delivery, ATM Facility,24 hours services and these categories have emerging in the market.
As we find through this project that awareness level about Apollo Pharmacy is not so high because of Apollo Pharmacy hasn’t spent much time in Jaipur.
Apollo Pharmacy is rapidly spreading awareness about its brand through its quality products and genuine medicines.
Company’s representative should tell the product to their existing customer, who is loyal for the company.
Improve their promotional activities.
Demand and supply of the all brand.
Apollo Pharmacy retail staff
Better product schemes for the costumer and the doctors.
Company reputation in the market.
Efficiency of Representative to details the product.
Recommendations of the brand by the different approving authorities.
Top Potential Hospital.
Top Potential Doctors.
LIMITATION OF STUDY
The survey was conducted on questionnaire basis. So everything in detail was not available.
Only sample of customers are severed because of limited time and economic constraints.
To get an appointment with Doctors was a huge task due to their hectic schedules.
Time factor was another big issue sometimes even to get a single response one has to wait for 1-2 hours and in many cases ended up with no response.