Ομιλία – Παρουσίαση: Νίκος Κωστάρας, Γενικός Διευθυντής Ελλάδας, QuintilesIMS Health «Νέες Τεχνολογικές Λύσεις της QuintiIesIMS: Καινοτομία & Αποτελεσματικότητα»

1. Copyright © 2016 QuintilesIMS. All rights reserved.
Consumer Health
New Technological solutions of QuintilesIMS:
Innovation & Effectiveness
Nikos Kostaras
QuintilesIMS, GM

2. 2
A. Transactional Data Analytics
B. Retail Sales Price
C. In Store Promotions
Agenda

3. 3
QI has enriched its available data via advanced software
at POS..
Source: QuintilesIMS
More than 60.000.000 distinct transactions are captured every year
Transactional data of ~1.200 pharmacies; ~1700+ in Q1 2017:
 Transaction Id
 Time & Date
 Co-purchased products
 Retail Sales Price (also as a stand-alone service)
Drugs info:
 Reimbursed flag
 Prescription Indication
 Dosage Scheme
 Sick Fund
PoS
transactions
database

4. 4
… that allows you to understand consumer behavior
Source: QuintilesIMS
What?
What other products do
customers buy with your
product?
When?
When do customers buy your product?
Where?
Where do customers
buy your product?

5. 5
Such information is very useful to marketing & sales dpts
Source: QuintilesIMS
Type of information Examples of marketing usage
• Day of week/ month
• Time of day
• Pharmacy location (e.g. big street
vs. shopping mall, rural vs. urban)
• Socio-economic factors of each
location
• Sensitivity Analysis on Advertising & Promotion;
ROI:
• When to advertise / do in-store activities eg Weekends
Vs. Working days
• How do your marketing activities affect sales
• Adjust commercial policy; React to competition
• Where to do discounts/ adjust pricing eg touristic areas
• Where to perform PoS trade marketing initiatives
• What are the characteristics of pharmacy/area with high
sales
When?
Where?
• Retail Sales Price
• Product sold alone
• Products co-sold
• Basket Analysis, Co-dispensing insights, Bundle pack
• What up-selling & cross-selling initiatives to invest
• What co-packing promotional activities to do
• Optimize pricing strategy
What?

6. 6
Analytics can focus on detailed periods of time…
Source: QuintilesIMS
4.0%
2.7%
-22.5%
29.4%
36.9%
Jun-15
-28.9%
6.7%
Feb-15
6.2%
3.3%
Jan-15
5.0%
1.7%
Dec-14
20.9%
May-15
28.6%
Apr-15
24.9%
19.4%
Mar-15
10.4%
Analysis based on specific days
18.7%
Friday
Saturday
19.2%
4.6%
8.2%
0.8%
0.8%
+30.6%
19.6%
19.6%
Wednesday
Tuesday
15.1%
19.3%
20.5%
Thursday
22.4%
14.7%
Monday
16.4%
Sunday
+80.7%
Sun product X
Competitive sun products
Analysis based on days of week

7. 7
…or how sales are evolving over a period of time Vs.
marketing activities
Source: QuintilesIMS
70
75
80
85
90
95
100
105
110
115
120
125
130
2Sep2016
4Sep2016
5Sep2016
1Sep2016
6Sep2016
3Sep2016
7Sep2016
8Sep2016
11Sep2016
10Sep2016
9Sep2016
16Sep2016
13Sep2016
12Sep2016
15Sep2016
14Sep2016
21Sep2016
18Sep2016
17Sep2016
20Sep2016
19Sep2016
26Sep2016
23Sep2016
22Sep2016
25Sep2016
24Sep2016
28Sep2016
27Sep2016
30Sep2016
29Sep2016
% of
Average Daily Sales
Average
Daily
Sales
TV advertisement HALO effect

8. 8
Analytics can focus on custom areas…
Source: QuintilesIMS
Analysis based on area type Analysis based on standard of living
7.7%
+75.1%
Touristic
13.4%
Rural
6.1%
8.1%
Urban
80.4%
84.2%
4.4%
Low
Medium
+56.5%
13.5%
8.6%
5.4%
86.0%
High
82.1%
Sun product X
Competitive sun products

9. 9
… on consumer behavior revealed by basket analysis …
896
844
750
638
605
605
2.945
Prod1
Prod4
1.214
Prod2
1.195
Prod3
28.194
Total
Prod7
Prod6
Prod5
Other
17.110
Prod8
Prod9
Prod101.392
Insights
• Prod 1 is a complimentary
product for which the Sun
Product X manufacturer has a
competitive one, Prod 1A
• Prod 2, Prod 4, Prod 5, Prod
6 are competitors products in
different forms
Actions
• Sun Product X can be co-
promoted with Prod 1A
• Sun Product X manufacturer
can launch Sun Product X in
other form
Source: QuintilesIMS
Analysis based on co-sold products

10. 10
… and even more, on the financial aspect of each
pharmacy transaction
Source: QuintilesIMS
11,90 €
Sun Product X
5,70 €
All Market
8,30 €
2,40 €
5,70 €
7,60 €
6,20 €
Competitive Sun Products
13,30 €
10,70 €
Additional Spending
Product Price

11. 11
A. Transactional Data Analytics
B. B. Retail Sales Price
C. In Store Promotions
Agenda

12. 12
QI captures millions of transactions with the actual
selling price
0
20
40
60
80
100
120
140
160
180
200
220
240
260
280
300
320
17,0016,0015,0014,0013,0012,0011,0010,009,00 9,50 10,50 11,50 12,50 13,50 14,50 15,50 16,50
Retail Sales Price
Unitssold
Source: QuintilesIMS
Units Sold per Retail Sales Price

13. 13
Retail Sales Price varies per pharmacy
Average price
per pharmacy
(EUR)
# pharmacies % pharmacies
8,5 – 9 0 0%
9 - 9,5 2 0%
9,5 - 10 0 0%
10 - 10,5 5 1%
10,5 - 11 5 1%
11 - 11,5 19 4%
11,5 - 12 52 12%
12 - 12,5 86 19%
12,5 - 13 95 21%
13 - 13,5 95 21%
13,5 - 14 52 12%
14 - 14,5 26 6%
14,5 - 15 8 2%
15 - 15,5 7 2%
15,5 - 16 0 0%
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
11%
17,0010,00 11,00 13,00 15,0012,009,00 14,00 16,00
%pharmacies
Average yearly price per pharmacy
85% of pharmacies practice
prices between 11,5 – 14,50
Source: QuintilesIMS
Average Price practiced by pharmacy Pharmacy distribution based on price

14. 14
You can now check RSP over Time and Area and act
accordingly
Source: QuintilesIMS
14 - 15
10 - 11
7.5%
21.5%
11- 12
12 - 13
37.6%
5.4%
15.1%
13 - 14
15 - 16 9.7%
16 - 17 3.2%
Price distribution Retail Sales Price KPIs
13.2 €
is the Retail Sales Price
10.2 €
is the minimum
price recorded
16.4 €
is the maximum
price recorded
1.5
is the RSPs Standard Deviation

15. 15
A. Transactional Data Analytics
B. B. Retail Sales Price
C. In Store Promotions
Agenda

16. 16
Pop Up marketing engine allows you to communicate at
the Point of Sale
* e-POS panel is not related to QI data collection panel
Source: QuintilesIMS
e-POS panel
of ~7.000 PoS
(est. Jan 2017)*
QuintilesIMS
Pop Up engine

17. 17
Pop ups can be used for to inform, to promote and to
collect information
Source: QuintilesIMS
Indicative Look & Feel Indicative uses
• Inform on New product
launches
• Remind product
characteristics
• Promote a
complimentary product
• Communicate promo
activities
• Collect market information
via questionnaires

18. 1818
Q&A
THANK YOU!