ДМИТРИЙ ЩУРОВ, Директор по стратегическому планированию бизнеса, Pfizer H.C.P. Corporation

1. СПЕЦИАЛИЗИРОВАННЫЙ
АПТЕЧНЫЙ
ФИЛДФОРС:
БЫТЬ ИЛИ НЕ БЫТЬ?
Дмитрий Щуров
3 октября 2014

2. PHARMACY/RETAIL IS 2/3 OF THE BUSINESS AND
IMPACTS 20-40% OF FINAL DECISION
20-40% OF FINAL DECISION*
DOCTOR PHARMACIST
Pharmacist tells the
consumer to
substitute the
prescribed brand
3. Alternative
recommendation
The product is not
currently in stock
2. Lack of Availability
Consumer request a
different brand,
typically desiring a
lower price
4. Consumer Request
If we sell $100M and able decrease switch from 40% to
20%, we will sell... $133M!
* Kantar Health, 2012
No brand in Rx
1. INN

3. WE HAVE 3 TEAMS PROMOTING DIFFERENT
PRODUCTS TO DIFFERENT TARGET AUDIENCES
TEAM 1 TEAM 2 TEAM 3
Each product line is promoted to 2 pharmacies, no retail strategy

4. NOW WE HAVE 4th TEAMS PROMOTING ENTIRE
PORTFOLIO TO PHARMACIES
TEAM 1 TEAM 2 TEAM 3
Each product line is promoted to 6 pharmacies – tripled efficiency
with no extra resources + ownership at pharmacy level
TEAM 4

5. 4
Retail vs. Medical Rep: Two Different Jobs
Retail Sales Reps Medical Sales Reps
• Portfolio focused promotion & incentives, “FMCG”
format
• Brand based promotion & incentives, “scientific”
format
• Calls on all personnel at points of sale with frequency
and sequence
• Calls on physicians and some pharmacist with
frequency and sequence
• The visits to pharmacies are sales oriented and the
call is primarily commercial to ensure products are
available, visible, and appropriately recommended
• The visits to pharmacies are promotional and the
call has technical-scientific characteristics
• The sale of products are more direct; work on orders
to ensure the availability of the portfolio in the
pharmacy
• The sale of products are indirect as a
consequence of the physician promotion
• Priorities and messages frequently change • Priorities and messages are relatively consistent
• Trade Marketing; presenting the company customer
value proposition, commercial initiatives, and trade
promotions of the company to the pharmacy
• Lead marketing activities aimed at pharmacies
according to the needs of each brand
• Thorough Targeting and Segmentation of pharmacies,
Individual pharmacy vs. Pharmacy chain strategy
• Common approach for all pharmacies
• Sales calls often take 30–45 minutes to perform all
activities listed above
• Sales calls often take 5–10 minutes

6. 5
Scope Of Retail Rep Responsibilities
Merchandising (OTC)
 In store displays
 Gondola ends
 Counter displays
 Floor displays
 Window displays
 Cross merchandise
 Appropriate space
 Right segmentation
Distribution
 Distribution
 Availability
 Right stock levels
Promotions (OTC)
 Banded packs
 Added value promotions
 Store promotions
Price
 Profit oriented
promotion
 Price marked packs
Staff Influence
 Disease Education
 Brand awareness
 Recommendation
 Sell Up
 Sell across

7. BEFORE WE START…
•Interaction between Medical and Retail teams is a key:
do we have mature enough FF management?
•Change of promo / marketing paradigm for pharmacies
•Restructuring is always a pain...
•Preparation: structure, job description, call structure,
marketing campaign, training, KPI’s, bonus scheme...
•Image of Retail Rep

8. CRM To Ensure FF & Marketing Excellence
XF work
on
territory to
coordinate
activities
Target list:
common
pharmacy base
Intersection
monitoring
Expired
products
monitoring
Targeting
(pharmacy
rating) &
segmentation
(distribution
level)
Sales monitoring
(by SKU, by
product) in
dynamic
Clear information
about colleagues
activity (planned
& done calls)
Common
educational
events for
pharmacists

9. Retail team launch outcomes: driving sales
while optimizing resources
Drive Sales
Focus on POS:
minimize out of
stock, optimize
recommendation,
avoid switching
Increase coverage
and frequency,
improve
segmentation and
targeting
Increase
Customer
Satisfaction
Clear-cut strategy
with single owner
at the level of each
pharmacy
FF is trained to
speak customers’
language
Optimize
Resources
Less FTE’s to
cover the same
number of clients
Combined multi-
brand promo
materials