The document summarizes key points from a conference attended by senior executives from regional drug store chains with fewer than 250 outlets. While photo occupies significant retail space, digital imaging was not covered at the conference. The author believes this indicates that photo is no longer considered a key retail category by these executives. Top issues discussed included labor laws, social media strategies, and front-end sales. However, opportunities for digital imaging to increase traffic and profits by offering personalized photo products were not mentioned. The author argues the photo industry must better understand retailers' businesses and demonstrate how digital imaging can contribute to overall sales and profits.
Infographic: How to meet the new communication expectations?Kasper Roger Larsen
In partnership with Anthill agency we have produced this infographic with information on how to meet the new evolving expectations in digital communication for the life science industry.
Infographic: How to meet the new communication expectations?Kasper Roger Larsen
In partnership with Anthill agency we have produced this infographic with information on how to meet the new evolving expectations in digital communication for the life science industry.
La integración de las tecnologías digitales en las escuelas de América LatinaReduca-al
Presentación de Daniela Trucco, Oficial de Asuntos Sociales de CEPAL en la mesa "Prácticas docentes: La Escuela como comunidad de aprendizaje: la práctica de los docentes", del seminario "Docentes de Latinoamérica: situación actual y desafíos" realizado en Santiago, Chile, el 15 de octubre de 2014 por Reduca
La integración de las tecnologías digitales en las escuelas de América LatinaReduca-al
Presentación de Daniela Trucco, Oficial de Asuntos Sociales de CEPAL en la mesa "Prácticas docentes: La Escuela como comunidad de aprendizaje: la práctica de los docentes", del seminario "Docentes de Latinoamérica: situación actual y desafíos" realizado en Santiago, Chile, el 15 de octubre de 2014 por Reduca
The Digital Treatment - Digital Marketing Strategies - Ireland - Healthcare I...Promozoo Limited
In 2011, Promozoo published our first edition of the ‘PMI Digital Masterclass – A Guide to starting a Pharma Digital Marketing Campaign’. It proved very popular with professionals working in these specialised and heavily regulated industries.
Digital technology has changed a lot since then, and continues to change at such a fast pace, we decided it was time to update our initial edition with a new version for 2014. This new edition introduces new digital communication methods and strategies which have emerged over the past 2 years, and it is entitled ‘THE DIGITAL TREATMENT – HOW TO START A DIGITAL CAMPAIGN IN THE HEALTHCARE AND PHARMACEUTICAL INDUSTRIES’.
This new guide gives a starting structure to a digital marketing framework and is specifically created for Healthcare marketers, sales teams and senior management.
Báo cáo 2020 Audience Insights for B2B Marketing là những số liệu chi tiết về xu hướng sử dụng các phương tiện truyền thông (media) từ hơn 11 triệu người ra quyết định dựa trên 20 ngành công nghiệp khác nhau.
CHAPTER 1 The Field of Sales Force ManagementNew Dimensi.docxtidwellveronique
CHAPTER 1 The Field of Sales Force Management
New Dimensions of Personal Selling: The Professional Salesperson
Personal selling today is quite different from what it was years ago. The cigar-smoking, backslapping, joke-telling salesman (and virtually all outside sales reps were men in those days) is generally gone from the scene. Moreover, his talents and methods would likely not be effective in today's business environment.
Instead, a new type of sales representative has emerged—a professional salesperson who is also a marketing consultant. This new breed works to relay consumer wants back to the firm so that appropriate products may be developed. Its representatives engage in a total consultative, nonmanipula-tive selling job; they are expected to solve customers' problems, not just take orders. For example, Medtronics, a leader in the design and manufacture of high-tech surgical devices, sells to surgeons. These doctors often want the sales rep to be in the operating room during surgery to advise them in the best use of the product.9 The vice president of sales and marketing for Lucent Technologies states that Lucent's overall goal is "to have all of our customers say that we are vital to their business success."10 Of course, this is difficult given the rising expectations of customers.
The new-style reps also serve as territorial profit managers. They have the autonomy they need to make decisions that affect their own territory's profitability. Many decisions that in the past would have been made by the sales manager are today made by the salesperson. Salespeople are empowered to act in the best interests of their firms. A recent survey of salespeople's competencies found those salespeople who excel at aUgning the strategic objectives of both customers and suppliers, and who understand the business issues underlying their customers' needs, are the most successful.11 To a large extent, technology has empowered salespeople to increase the quality of contact and service they provide to their customers by allowing them to tap into huge data banks.
Whose sales forces best reflect this new professionalism? The HR Chally Group surveyed over 1,000 customers in two separate surveys—one in 1994 and one in 2002.12 The customers identified the best sales forces according to the 10 factors that are shown on Figure 1-4. Only 13 sales forces were
f I6URE1-4 le Ten Host Important factors for Professional Sales Forces
The Professional Sales Force ...
1. Provides service that solves problems and responds to customer needs.
2. Has excellent product knowledge.
3. Serves as an advocate for the customers within the selling firm.
4. Keeps customers up-to-date.
5. Sells a high-quality product.
6. Offers superior technical support.
7. Has accessible personnel that are available locally.
8. Sells a wide variety of products that offer a total solution.
9. Understands the customers' business.
10. Sells the product for a competitive price.
Source: The HR Ch ...
These factors — and the challenges they present — are fairly new or not fully understood yet, which seems to explain why they aren’t currently top-of-mind. They also garner less attention from the C-Suite because they are not easily quantifiable. Nearly all factors discussed here have deeply human and emotional traits to them, making them somewhat unique and harder to grasp. Nonetheless, we believe they are of great importance in the future of marketing and should be addressed accordingly.
1. Photo Imaging News - International Edition 27.06 - Week of March 15, 2010 <br />www.photo-news.com 5 <br />NACDS Regional Chain Conference by Tony Burkardt<br />This year about 400 people attended the NACDS (National Association of Chain Drug Stores) Regional Chain Conference in Florida. Altogether, NACDS members represent 35,000 drug store locations, but this conference was designed as a working meeting to address the unique challenges facing senior retail executives who operate drug store chains with fewer than 250 outlets. As might be expected, the focus of the conference and many speakers was on health and pharmacy department issues, the core business of drug stores. <br />Our primary interest was to gain some insight about the mindset of these executives about onsite digital imaging in the regional drug channel. However, since most of the attendees were top executives and the Photo Category was not covered in the program, it was difficult to get many details about digital imaging. Still, we went because we reasoned that Photo occupies a lot of space in a drugstore why wouldn’t these executives discuss the industry trends and opportunities facing the drug channel TODAY. <br />From my lengthy experience developing photo services for large retailers, I am convinced that if you do not have top-down commitment to the photo program, nothing will flourish at the store level. I believe this is the reason why onsite digital imaging is disappearing in these smaller drug chains. <br />Let’s look at three topics that were of concern to the attendees. 1. With the increase in labor issues and law suits, speaker Deborah Kelly focused on the latest landmines regarding labor laws, offering practical advice along with a list of do’s and don’ts. Changing labor laws are obviously a major ongoing concern, and time-consuming problem at the store level. Store managers need to be trained and kept up to date on the day to day administrative duties of protecting their company and the employees. 2. An emerging topic that is becoming increasingly important today is how to leverage social media. Pete Blackshaw spoke about the key steps needed to participate in this developing marketing arena, one that top executives must understand to prepare appropriate strategies. 3. The last critical area, at least from my prospective, is the Front End of the store, which covers everything but drugs and Pharmacy, and is where Photo is positioned. Ellen Santoro covered how the Front End has become more important than ever to the overall sales and profit of drugstores. She explored recent trends across the key front-end categories, and what you need to know to stay relevant in this critical segment. However, I was disappointed that even though Photo is included in the front-end category, she did not mention it. My conclusion: Photo is no longer considered to be a key category that warrants discussion at industry conferences. <br />So, I’m not surprised that top drugstore chain executives are focusing their attention on other categories, and as a consequence onsite digital imaging is dying in this drug channel. With a traditional emphasis on prints, with ever-declining volumes, it seems that no one is informing this industry segment about the relevance of onsite digital imaging to bringing customers to stores and the very significant profit opportunities offered by personalized photo products. Studying photo imaging industry statistics and trends, I can easily conclude that the outlook is improving significantly and consumers are trending back to retail. Then, I am puzzled: are the top executives of these chains unaware of these changes or have they made irreversible decisions to no longer invest in this once-highly-profitable channel? As a regular reader of the trade magazines and newsletters aimed at these executive, e.g. Mass Market Retailer (MMR), the global newspaper for supermarket, drug, and discount chains, and Drug Chain Review, I can attest to a lack of editorial coverage of Photo.<br />Still, after obtaining a better perspective on the pressing issues on top executives from this conference, I can now understand that Photo is perceived as nothing more than another headache with no prescription or healing process in sight. Photo industry spokespeople and manufacturers must learn how to blend into the retailer’s core business. It’s not merely about “photo”, it’s about building traffic and increasing sales and profits, and more importantly how digital imaging can help drugstores become a more frequent “destination.” Salespeople must become consultants, willing to provide “industry” information and introduce “partners” who can educate top executives about the exciting opportunities we offer. <br />We need to expand our perspective beyond our own products, to really understand what “category management”, a concept to which all retailers can relate, encompasses. We need to get more involved in learning our customers’ business principles, practices, and philosophies so that we can demonstrate how onsite digital imaging can become a major contributor to the “Big Picture.” Our goal - to keep our industry from losing more retail exposure - should be to stop talking to ourselves, regroup, partner with complementary companies that are passionate about our industry, and create a solution-oriented consulting group that can bring digital imaging back into the limelight. I strongly believe that onsite digital imaging should not be classified as a “standalone” category, it must be viewed as a value-added service that increases store traffic and the average dollar per transaction.<br />The smaller drug chains were once part of the backbone of our industry, maintaining the personalized service and superior quality which our industry desperately needs today. It will be a sad day if we lose the regional retail chains selling our products/services and promoting them on a local level and must rely solely on largest national chains for mass-consumer education and advertising. For both the regional drugstores and the industry, I see that scenario as a Lose-Lose situation.<br />