Retailers have seamlessly integrated online and offline sales channels to provide customers with a unified shopping experience. Pharma companies can learn from retailers by more closely integrating various touchpoints like physicians, clinical trials, samples, and digital channels. The document discusses how pharma marketing can adopt practices from retail like private label products, ensuring promises are kept, and presenting a cohesive brand experience across channels.

1. Javier García Garcia - javi99garcia
WHAT PHARMA CAN LEARN FROM RETAIL
JAVIER GARCÍA GARCÍA
Director, Omni-Channel Marketing EU

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4. Javier García Garcia - javi99garciaJavier García Garcia - javi99garcia

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PHYSICIANS
CLINICAL TRIALS
SYMPOSIUMS
CME
SAMPLES
HIGH PROFATIBILITY
Javier García Garcia - javi99garcia

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Retailers have service in their DNA
They are investing heavily in e-commerce and also in stores
They are closely integrating their online and offline sales channels to present
customers with a seamless shopping experience
They are leveraging social media for direct sales
Private label merchandise accounts for a high and often increasing
proportion of sales
Whatever they promise, they deliver, or make themselves accountable if
they don’t
The10characteristicsofHighlyEffectiveRetailers.MichaelBaker
Javier García Garcia - javi99garcia

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TRADITIONALISTS
Mission
Operate the pharmacy as a business considering margins and sales conditions
Key Purchase Drivers
Deal with best companies/brands with trusted reputation
Mission
Quality services to differentiate, Sell better to sell more
Key Purchase Drivers
Selling arguments are more important than ingredients
Mission
Assist their patient with their expertise on pharmacological (ingredients,dosage …)
Key Purchase Drivers
Scientific tools and training
Mission
Health counselor : Establish a trustful relation with patients: Human touch is key
Key Purchase Drivers
Importance of trusted and reliable brands to be reassured and to reassure clients
SCIENTISTS
MARKETERS
BUSINESSMEN

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1
2
3
Education
Congresses
Detailing
Beyond the pill

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E-commerce
Banking
New business model

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Users
@

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Nowadays, the
web universe is
the base for a
digital strategy to
relate with
customers and
other users
Client/user
communication
Funnel
Client information
extraction
Client behaviour
Customized
treatment
Quality improvement
in services
Web
Proactive
communication
The three main activities in the online channel are: 1- Web (inbound), 2 –
Proactive communication (outbound) and 3- Knowledge
Customer
insights

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Strengthen transaction area
Fragment the information
Advertising and aimed promotion
Personalized content and service
Generate contents
What do Customers seek in our website?
“Must to have” - Website
Unify web technologies

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Customers can place
their orders online
They can choose the
visualization by
presentation or
molecule
Top molecule
recommendation per
customer
The system provides
recommend order
based on past
information
They can copy and
paste the purchase
from pharmacy ERP
Lessons learnt from on-line retailers

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Customers can process claims online…
…download invoices and other
documents like “347 model” …
…and have all the information about their
order: status, wholesaler…
Lessons learnt from banking

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# orders
2014 20162015
turnover (MM)
2014 20162015
# users
2014 20162015

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Single Channel Multi-Channel Cross-Channel Omni-Channel
• Single contact point • Multiple contact points
acting independently
• New opportunities within
the digital channel
• Single contact point
• Some coordination between
channels
• Digital channel is key
• Single view of the customer
but operating in silos
• Customers see multiple
touch-points as part of same
brand
• Single contact point
• Single view of the customer
and operating co-ordinately
• Digital in the centre
• Big data
• Customers experience a
brand, not a channel within a
brand. They engage via
integrated, seamless
experiences
e-mail landlinewebsales
rep
mobilesales
rep
web sales
rep
mobile e-mail landlinesocial media
e-mail landlinewebsales
rep
mobile

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Área de clientes (2) Microsites Videos
Comunidades Servicios
(1) Private
Customer Area
(3) Videos
(5) Communities (4) Services
Content is the king

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We use our microsites to focus in valuable information for pharmacists and attract
people to our Digital environment
•Pharmacy services (MUR,
screenings, health check,…)
•Courses (collaboration with other
institutions)

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Through valuable contents we have been able to attract visitors and
creates engagement in a regular growing pattern
# of Newsletter
subscribers
# Visitors
92,5%
106%
Av. session duration: 3´ (returning visitors)

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Marketing Automation
Awareness
Loyalty
Conversion
Sales Force
Customer serviceWeb

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“Colpotrofin is back:
10 % discount”
“We want to ask you
forgiveness”
25/05/2016
“Colpotrofin is back:
10 % discount”
28/05/2016
YES
NO
YES
NO
NO
YES
YES
NO
YES
NO
“We want to ask you
forgiveness”
23/06/2016
2506/2016
YES
NO
NO
19/07/2016
“Last call”
From a single campaign…

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Call
2
action
NO
YES
NO
Campaign 1
Campaign 2
Campaign 3
Campaign 4
Campaign 5
Campaign 1
Call
2
action
YES
NO
Campaign 1b
YES
Call
2
action
YES
NO
Campaign 1b
Call
2
action
YES
NO
Campaign 1c
YES
Call
2
action
YES
NO
Campaign 1c
Call
2
action
YES
NO
YES
Campaign 6
To multiples campaignes according to the
situation in the funnel

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Loads of content have to be created

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0%
20%
40%
60%
80%
100%
120%
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750
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369
242
115
# customers
50%
95%
0%
B
C
D
A
% online purchases
0
20
40
60
80
100
120
140
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68
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#molecules
# customers
>1
>25
>60
391
clientes
167
clientes
UNSATISFIED
FRIENDS
LOVERS
FANS
%PurchaseOnline
# molecules
A
B
C
D
Inactive
Unsatisfied Friends Lovers Fans
Multichannel acquisition
strategy
1
5 4
6 7
8 REACTIVATION
DEVELOPMENT OFF MULTICHANNEL
SATISFACTION
DEVELOPMENT
MULTI
UPSELLING2HIGH POTENCIAL
ON
3
DIGITALLOYALTY
Promotion of the digital
channel
.
Digital upselling and
cross-selling activities
Achieving loyalty and
digital cross-selling
activities
Top clients testing the on-line channel: promotion
of the channel , multichannel upselling activities
and digital cross-selling act.
Digital upselling
activities
Multi-channel upselling
activities: SF and Online
Promotion of the digital channel
From data to insights

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The
opportunity

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