Revenue growth of 25% via pharmacy coverage increase of 35pp. No change in sales force cost: personal visits were relocated from health care practitioners (HCPs) to pharmacies.
The pharmacy channel was 100% fragmented and served by multiple pharma wholesalers. Pharmacies were evolving towards opening personal care sections to maintain profitability. Consequently, pharma wholesalers were shifting focus from traditional pharmaceutical & over-the-counter (OTC) products to personal care and complementary products. Our client commercialized a broad portfolio of OTC and mass-market products, focusing the commercial strategy on HCPs and key pharmacies. It was demonstrated that coverage of HCPs did not seem to generate a direct impact on sales. At the same time, the client did not cover pharmacies at a level comparable to that of the competition.
In-depth market and internal company analysis covered all relevant areas. From the market perspective, interviews of pharmacies, HCPs, pharma wholesalers, and competitors allowed identification of market opportunities. From the company perspective, sales force performance was evaluated in terms of effectiveness and efficiency during route-ridings and internal data analysis.
Target pharmacies were identified, must-stock SKUs were selected for them, and sales force coverage was adjusted to ensure optimal reach and market control. In parallel, frequency of visits to HCPs was reduced. Consequently, sales force key performance indicators were developed in line with key objectives on priority products.