Increase your Selling-Out focus through Consumer Insights

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Explains how you can use consumer profiles (based on Socio Demographic data) to help you in selling out strategies in an OTC environment

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Increase your Selling-Out focus through Consumer Insights

  1. 1. CODIMP Lunch 27/11/2009 Restaurant Arenberg
  2. 2. GEOmarketing for OTC, tomorrow - Increase your Selling-Out focus through Consumer Insights Bart Bierinckx 27/11/2009 IM Associates | Leuven – Paris – Dusseldorf | www.im-associates.eu
  3. 3. Today’s focus… On pharmacies On pharmacy groupings 27/11/2009 © 2009 IM Associates: GEOmarketing for OTC 3
  4. 4. Healthcare markets are undergoing changes which require a revised Sales & Marketing approach The current and future dynamism in Consumer Healthcare markets require competing with an innovative and appropriate Sales & Marketing approach, bringing added value as well for pharmacies as for consumers/patients: Mats Olsson, Senior Consultant and Future Strategist at Kairos Future (Sweden): 27/11/2009 © 2009 IM Associates: GEOmarketing for OTC 4
  5. 5. Healthcare markets are undergoing changes which require a revised Sales & Marketing approach Pharmacies recognize these changing market circumstances, and are taking or should take position… Can we help them in proving their added value towards patients/consumers? Filip Babylon, President of the Belgian Pharmaceutical Association (APB): 27/11/2009 © 2009 IM Associates: GEOmarketing for OTC 5
  6. 6. You also agree that the consumer should take another position in our strategy definition In our eMarketing survey, 2 out of the 3 of today’s attendees agreed that the consumer should take another position while defining our sales & (trade) marketing strategies: 27/11/2009 © 2009 IM Associates: GEOmarketing for OTC 6
  7. 7. The challenge is to deal with this polarization around 2 target audiences, their relationship, and differences Tomorrow’s focus: Pharmacy AND Consumer / Patient 27/11/2009 © 2009 IM Associates: GEOmarketing for OTC 7
  8. 8. Let’s make it more concrete! IM Associates is analyzing socio-demographic and lifestyle consumer data in order to: • Assess current sales & marketing strategies • Explain differences in achieved results • Define future sales & marketing strategies integrating customer and consumer/patient insights • Translate these strategies into pragmatic field activities with a proven added value for your customers and consumers/patients Available socio-demographic information: Lifestyle data examples: Media profiles: Food & Beverage: Buying preferences: 27/11/2009 © 2009 IM Associates: GEOmarketing for OTC 8
  9. 9. Pragmatic conclusions will enrich all phases of your sales & marketing process Market Customer Implementation Performance segmentation targeting in the field management • Where’s the • Determine • Set-up of • Evaluation potential, regional sales within & where are the investments, territories, across sales customers, … where to implement territories invest what, specific … tactics, … We will be looking into some concrete examples for each of these process steps 27/11/2009 © 2009 IM Associates: GEOmarketing for OTC 9
  10. 10. Qualitative insights will bring about additional knowledge on top of quantitative segmentation information Consumer data allow to apply a qualitative segmentation Market model, bringing additional insights on top of a quantitative segmentation segmentation on pharmacy level. Typical topics which we treat: • Does your consumer/patient target group overlap with your high potential customers? Market potential value on IMS147 brick level for category X: Potential per statistical zone based on product target group: women between 35 and 60 in social classes A/B1/B2: 27/11/2009 © 2009 IM Associates: GEOmarketing for OTC 10
  11. 11. Qualitative insights will bring about additional knowledge on top of quantitative segmentation information Market Typical topics which we treat: segmentation • Can consumer/patient profiles explain differences in sales achievements, and point out ‘low hanging fruit’ opportunities? E.g.: Potential per statistical zone based on product target group: Market share per statistical zone for our brand women between 35 and 60 in social classes A/B1/B2: Similar consumer profile and potential, but we score a completely different market share! How to deal with pharmacies in these sectors? 27/11/2009 © 2009 IM Associates: GEOmarketing for OTC 11
  12. 12. Linking customer and consumer information will help to close the gap between sales & marketing Customer Marketing people tend to target on consumer/patient level, while targeting sales people target pharmacies. Marketing target group: e.g. Women Sales target group: e.g. high potential between 35 and 60, in the higher social pharmacies with whom we have a low classes (A-B1-B2) market share Target customers in Target customers in a sector with a high a sector with a low density of women density of women with the good profile with the good profile Awareness Knowledge Preference Purchase Where to put priorities? With whom do we still make a 27/11/2009 © 2009 IM Associates: GEOmarketingreasonable chance? for OTC 12
  13. 13. Integrating sales force activities in a Campaign Management approach will increase your sales & marketing budgets’ impact Implementation Sales force and trade marketing activities should be aligned with in the field above the line communication to increase the effectiveness of your investments. E.g.: Above the line communication plan: 27/11/2009 © 2009 IM Associates: GEOmarketing for OTC 13
  14. 14. Integrating sales force activities in a Campaign Management approach will increase your sales & marketing budgets’ impact Implementation You should make sure that your POS activities (visits, trade in the field marketing) ensure an optimal visibility when your target consumers are visiting the pharmacy. Where are the consumers which we will How to manage timings and feasibility in the touch with our above the line communication field? How to ensure added value for the living? customer? Campaign Management • “Product X” face-to-face call among pharmacies selected based on selling-out and consumer profile. Focus: education assistants Call 1 • Mailing to re-inforce “Product X” message and to announce media presence 3 months from now Mail • Second face-to-face call to introduce POS material, discuss visibility, stock, category management Call 2 • Media presence over a period of 4 months Media presence • Third face-to-face call to validate Selling-Out effects and gather feedback Call 3 27/11/2009 © 2009 IM Associates: GEOmarketing for OTC 14
  15. 15. Consumer data allow for a pragmatic follow-up Performance In addition to normal activity reporting, consumer data will bring management complementary insights and will allow for decisions about possible corrective actions. E.g.: Is your face-to-face presence aligned with the distribution of your consumers? Potential per statistical zone based on product target group: Visit distribution per statistical zone: women between 35 and 60 in social classes A/B1/B2: 27/11/2009 © 2009 IM Associates: GEOmarketing for OTC 15
  16. 16. Consumer data allow for a pragmatic follow-up Performance In addition to normal activity reporting, consumer data will bring management complementary insights and will allow for decisions about possible corrective actions. E.g.: Is your numerical distribution of POS activities (visibility) aligned with the distribution of your consumers Potential per statistical zone based on product target group: Visibility per statistical zone women between 35 and 60 in social classes A/B1/B2: 27/11/2009 © 2009 IM Associates: GEOmarketing for OTC 16
  17. 17. We went the last mile… In cooperation with WDM, we have been able to link consumers to all Belgian pharmacies. We can therefore offer a unique view on the consumers visiting each specific pharmacy! Consumers have been linked to pharmacies based on many different (pharmacy-related) criteria: • Pharmacies’ potential • Location • Socio-demographics… 27/11/2009 © 2009 IM Associates: GEOmarketing for OTC 17
  18. 18. Q&A Thomas Euben – Customer Relations • Email: teuben@im-associates.be • Tel: +32 16 22 47 43 • GSM: +32 473 199 116 Bart Bierinckx – Managing Partner • Email: bbierinckx@im-associates.be • Tel: +32 16 22 47 43 • Gsm: +32 473 89 52 43 Website: http://www.im-associates.eu Address: Brusselsesteenweg 52, 3000 Leuven (Belgium) © 2009 IM Associates - Health Check 18

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