1. 2/17/03 Marketing to the Pharmacy1 n Importance of the pharmacy n The Most Important Tasks of a Rep in a Pharmacy Call n Helpful Tips in the Pharmacy n Factors that Influence the buying decision n A Workshop to brainstorm activities to bolster sales in the pharmacy

2. 2/17/03 Marketing to the Pharmacy2 Why the Pharmacy Call is Important? n Patients go directly to the Pharmacy n Pharmacies generate 40% more sales than prescriptions n You influence pharmacy clerks to give you added business n You can generate extra sales and reach your sales target

3. 2/17/03 Marketing to the Pharmacy3 The Top Ten Tasks in a Pharmacy Call 1. Establish and maintain good relations with pharmacy personnel 2. Promote your products to all pharmacy personnel 3. Obtain information on Mds who use a lot of Competition 4. Merchandising, clean merchandise, FIFO, facilitate return and exchange of damaged goods 5. Stock inventory

4. 2/17/03 Marketing to the Pharmacy4 The Top Ten Tasks in a Pharmacy Call 6.Verify best selling products of the competition and identify MDs who prescribe them 7.Organize Contest and Activities to motivate clerks recommendation of your products 8.Teach Pharmacy Clerks on How to Dispense Our Products – Adequate Dosage – Indications and Precautions – Level of Expectations – Side effects and how to manage them

5. 2/17/03 Marketing to the Pharmacy5 The Top Ten Tasks in a Pharmacy Call 9. Obtain information on the prescribing habits of doctors in the area and find out new doctors 10. Find out activities of competition, special offers in the pharmacy, special promotions inthe territory, new product launches and impact of new launches

6. 2/17/03 Marketing to the Pharmacy6 Some Helpful Tips in Doing Pharmacy Calls  Leave your Detail Bag in the Car  Present your Calling Card and explain whom you wish to visit, eg buyer, pharmacist, owner  and the reason for your visit  If the Pharmacist is advising a patient, please give him some discrete distance  Wait for his invitation before going behind the counter to check on your stock inventory

7. 2/17/03 Marketing to the Pharmacy7 Some Helpful Tips in Doing Pharmacy Calls  Ask permission before touching merchandise in the prescription department  Always act the professional you are.  Respect the confidentiality of prescriptions  Satisfy first the needs of the pharmacist  And then you may proceed with the rest of your business.

8. 2/17/03 Marketing to the Pharmacy8 Some Helpful Tips  Inform the pharmacist about your promotional activities, the duration of your promotions, the target MDs etc  Check if there are damaged stocks to be returned. Help with the paperwork required.  Detail the Pharmacist as though he were a doctor and ask for feedback.  He may be so impressed he´ll want to carry more stocks !

9. 2/17/03 Marketing to the Pharmacy9 Factors that Affect Buying Decision  The Product Profile and Cost of Product  Your Policy on Merchandise Return  The Consistency of Your Promotional Announcements  The frequency of Your Visits to this Pharmacy  The Uniqueness of Your Product

10. 2/17/03 Marketing to the Pharmacy10 Factors that Affect Buying Decision n The Quality of Your Professional Service n The Force of Your Sales Force n Your effectiveness in Creating Demand for Your Products n The Competition n The Movement of Your Other Products

11. 2/17/03 Marketing to the Pharmacy11 The Pharmacy Profile n Name n Address n Clasification n Owner n Store Manager n Buyer n Pharmacists n Pharmacy Profile n Best time to Visit n Out of Stock Products: n Products in stock n Volume of Monthly Sales n Financial Situation n Credit Status n Independent... n Member of a Chain n Names of Pharmacy Clerks

12. 2/17/03 Marketing to the Pharmacy12 A Workshop n List down Activities that can generate extra sales at the Pharmacy level

13. 2/17/03 Marketing to the Pharmacy13 Ideas to Generate Sales at the Pharmacy n Compile a complete Dossier on all important Pharmacy Clerks. n Celebrate Anniversaries, Birthdays of Pharmacy Personnel n Organize Talks and Seminars about Sales, Customer Service and Merchandising for Pharmacy personnel n Train select Pharmacy personnel in the correct techniques of Injection, measurement of blood pressure and First Aid

14. 2/17/03 Marketing to the Pharmacy14 Ideas to Generate Sales at the Pharmacy n Organize video Projections and Film showings n Offer Doughnuts and Coffee on special occasions n Organize Monthly Contests to motivate OTC sales by pharmacy clerks. n Organize a Monthly Contest to reward the best Salesperson of the Month to the highest Seller of Company´s products n Reward the Clerk who is the Star Seller of a new Product

15. 2/17/03 Marketing to the Pharmacy15 Ideas to Generate Sales at the Pharmacy n Reward the Clerk who is the Star Seller of a new Product n Reward Pharmacists who do not return goods for exchange or credit during the entire year n Conduct Free Clinics inside the Pharmacy with a doctor contracted for by the company. n Conduct Special events for the Pharmacy personnel, like the Bailethon, Karaoke Contests etc.

16. 2/17/03 Marketing to the Pharmacy16 1. Establish good relations with Pharmacy staff celebrating birthdays, anniversaries and organizing activities. 2. Inform staff regarding promotional activities, the products, the target MDs and all the promotional tools. – It is a good idea to practise your presentations with the pharmacy personnel 3. Inform staff on commercial news, special offers, changes in presentations, new dosage forms. 4. Organize contests and incentives to stimulate OTC sales. 5. Inventory or stock check; Maintain adequate levels of stocks, ensure no out-of-stock situations. In other words, Sell,sell,sell! 6. Merchandising: Ensure products are clean and well-placed, easy to locate, and arranged, FIFO. Process the return and exchange of damaged or near-expired goods 7. Find out which products of the Competition sells the most in the Pharmacy. Identify those MDs who use the competition ensuring these are included in your list. 8. Organize group presentations, giving education and training to pharmacy staff. 9. Obtain market intelligence, like promotional activities of competition, special offers at pharmacy level, new products, new campaigns and feedback. 10. Find out movement of your own products, products not moving, MDs prescribing and MDs not prescribing, changes inthe prescribing habits of targetted nearby MDs