Brand Strategies to mitigate the 60-day dispensing effects
Alita Sales
25 years+ experience in sales, distribution and marketing of health & beauty brands throughout pharmacies in Australia
In our previous article on the 60-day dispensing (60DD) changes we outlined the results of our latest SalesTracker survey.
Pharmacies were asked to prioritise what effect the changes would have?from the following options: Reduce Opening hours, Reduce Staff or staff hours, Redirect funds to dispensary purchases, Reduce purchases from the front of shop, Add Consulting rooms.
As Reduced opening hours and Reduced Staff or Staff hours featured as the top two likely effected areas, this article provides some practical solutions for brands to help Pharmacies minimise the effect of these changes.
So, what can Brands implement to support Pharmacies through the transition to 60DD and help them stay profitable?
Ensure your Brand implements “clever POS”
The prospect of staff reductions means that Point of Sale has never been more important.
Read our recent article on our website on the importance of clever POS to get some ideas on how to combat staff shortages and make sure your Brand sells its self-off the shelf.
Ensure your Brand reps are one of the “good” ones
Training, a strong culture of honesty and integrity in all interactions with customers and a clear direction around expectations of behaviour in-store are all some of the ways Brands can make sure that their sales staff are helping Pharmacies and not adding to their pressure.
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Create engaging, easy to use product training and reward the staff
In-store training is likely to be greatly reduced as Pharmacies have do more with less. Therefore, it is essential that your Brand has good training material and that where possible, you are rewarding the Pharmacy staff when they undertake the training.
Make the training easy to find on the web and most importantly make the content interesting and engaging with ideally some selling tips for the staff to help them feel confident talking to customers about your product.
Pharmacy-only or Pharmacy-exclusive Brands
Brands can strengthen their relationship with Pharmacies, support their success, and ensure the continued growth of Pharmacy-only brands, by making sure their Brands offer:
If a Brand can’t offer Pharmacy-only brands, then offer exclusive deals and promotions specifically for Pharmacies. These could include discounted pricing; bundle offers or special incentives for training Pharmacy staff. These exclusive deals will create a sense of value for both the Pharmacy and its customers.
?You can read the full article here