Partnering Virtual Pharmacies & Expert Recommendations

Transcription

1 Partnering Virtual Pharmacies & Expert Recommendations to Drive Powerful Consumer Health Marketing Tom Hartley GfK Health 1

2 Optimizing pharmacy selling strategies Introducing Simstore Dialogue GfK May

3 Exploring the dynamics of consumer behavior in the pharmacy environment is a constant challenge for healthcare companies What we know about the consumer mindset: Shoppers still finalize the vast majority of their decisions in-store. Despite abundant information and touchpoints, professional advice makes a difference in purchase choice in many markets. HCP s advice and consultation has a major impact on purchasing decisions even more so when consumers do not ask for a certain or even just describe symptoms. of purchases are driven by healthcare 30% professionals (HCPs) GfK pharmacist & dental tracker. 3

4 Faced with such challenges, companies need to have access to an airtight testing platform with a relevant, true-to-life pharmacy setting to gain valuable findings What if there was a platform that could: test multiple scenarios in a simulated, structured pharmacy environment provide insights to unravel the consumer mindset in the pharmacy separate HCP influence in a realistic way and at a reasonable cost 4

5 Introducing Simstore Dialogue the first platform that re-creates the purchasing process in the pharmacy environment Simulations allow you to address various marketing subjects helps OTC companies better understand shopper behavior Welcome, what can I do for you? 5

6 The sales dialogue flow Buys client s Buys competitors' s What is the path to purchase? Category shopper 6

7 What shopper journeys are there? Example 1 Yes! How much is it? Information on price OK, I ll take it! No, I want to look at something else Buys client s Buys competitors' s Would you like to purchase this? No, I want something else Switches to client I d like a recommendation Recommends client s Would you like a recommendation or do you have a in mind? Shopper chooses client s Shows full assortment Sure, tell me more Shopper chooses competitors' s Presents client s Good choice, but may you be interested in a new? No, I m happy with my choice Sticks with competitor Category shopper I have a specific in mind 7

8 What shopper journeys are there? Example 2 Yes! How much is it? Information on price OK, I ll take it! No, I want to look at something else Buys client s Buys competitors' s Would you like to purchase this? No, I want something else Switch to client I d like a recommendation Recommends client s Would you like a recommendation or do you have a in mind? Shopper chooses client s Shows full assortment Sure, tell me more Shopper chooses competitor Presents client s Good choice, but may you be interested in a new? No, I m happy with my choice Stick with competitor Category shopper I have a specific in mind 8

9 Optimize your customer interactions at the point of purchase by using implicit scenario testing 1 2 Understand and optimize the consumer/hcp consultation dialogue Simulate a realistic pharmacy environment for health -selling with HCP advice How can HCP recommendations impact sales? How appealing and impactful is the message? What POS materials does the shopper pay most attention to? What is the market potential of a new? Which new design should be launched?.address key business questions to enhance your pharmacy selling strategy 9

10 Simstore Dialogue in action Start Demo 10

11 Come chat with us at our booth! Attend our Webinar! Connecting consumers to your s in pharmacies Wednesday, May 9 10 a.m. EST 11