Study results and pharmacy typology make possible custom-fit OTC marketing
Dusseldorf/Cologne, 4 April 2017 – Havas Dusseldorf and the market research company concept m have carried out a joint pharmacy study offering deep insights into a volatile market. In 20 qualitative depth-psychology interviews and 150 quantitative surveys of pharmacists, Havas and concept m have investigated the use of media and communication channels in the pharmacy environment. The study results and evaluation of the level of modernisation of pharmacies revealed four types of pharmacy: “the traditional pharmacy”, “the pharmacy between the worlds”, “the specialist pharmacy” and “the progressive-advanced pharmacy”. In advising OTC manufacturers, Havas derives strategic and operational recommendations from the study for efficient and individually scalable marketing, tailored for the individual type of pharmacy.
Changing self-image of pharmacists
“Today, pharmacists must deal with the growing complexity of products, and issues and heavy competitive pressure,” says Rochus Winkler, Managing Partner at concept m. “The study results show how digitalisation, growing diversification and informed consumers are impacting the role of the pharmacist. Today, the pharmacist must also strike a good balance between advice and argumentation and skilled salescraft. This makes it all the more important for OTC manufacturers to be aware of pharmacists needs and to align their communication with these.”
Orientation aid for OTC marketeers
A major focus of the study is on media use by the different pharmacy types. The “specialist pharmacy” and “progressive-advanced pharmacy” in particular already make extensive use of digital media and are open to innovative solutions such as augmented reality applications.
“OTC manufacturers must manage the use of the communication channels efficiently and plan their resources optimally. Our study shows that there are major differences between pharmacies in Germany in terms of modernisation and media use,” reports Guido Körfer, Managing Direct of Havas Dusseldorf. “Conversely, this shows how important precise resource planning is for OTC manufacturers, in order to aim their marketing activities with maximum efficiency. The information we obtained through the study and the typology can be used to determine which specific media and communication channels are currently relevant for which pharmacy type, in order to plan and finetune the multichannel media mix at the POS.”
Contact: concept m
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About concept m
concept m is a psychological research institute and strategic think-tank. It combines depth-psychological research, quantitative research and marketing advice in a unique form. Based on decades of industry know-how in interdisciplinary teams, the market research institute offers its clients customised project designs to move them ahead in their complex marketing tasks. Key activities are national and international projects on insights into motives, segmentation, brand management, communication, innovation and distribution – from ad hoc studies to extensive strategic consultancy.
In its projects, concept m is particularly committed to the following values: scientific standards, researchers’ curiosity, practical relevance and readiness for implementation. concept m is headed by Rochus Winkler, Dirk Ziems and Thomas Ebenfeld. The company is active internationally in over 40 countries and employs over 50 research consultants worldwide. The creed of market research and consulting Realise potential – put knowledge to work
Germany Havas was formed in Paris in 1835 The Havas Group is the largest owner-managed network with over 20,000 employees in 100 countries. In Germany, Havas is represented by the Havas Creative Group and the Havas Media Group, among others. The Havas Creative Group brings together experts from the fields of creation media and data, and offers integrated solutions in brand management. Havas Germany is represented at four locations: Havas Dusseldorf, Havas Munich, Havas PR & Havas Content, and Havas beebop, with its head office in Hamburg. The Havas Media Group is headquartered in Frankfurt.
The services of Havas Germany cover the entire marketing mix, from classic communication, design, CRM, public relations, social media, ambient media, design through to healthcare. Havas Germany’s clients include PayPal, n-tv, Savencia (Fol Epi, Géramont), Peugeot, Citroën, Reckitt Benckiser (Scholl, Dobendan), granini, Olympus, Mondelez, Campari, Linde, RaboDirect and Universal Pictures Home Entertainment.
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