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2/21/2012
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Pharmacists using branded companies for advice see quicker results, says P&G
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Dave Ewan, P&G’s PharmacyCare business leader.
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Pharmacists who turn to branded companies for advice on increasing their retail opportunities and improving their service offering to patients will see quicker results, according to research from Procter & Gamble.
The study, commissioned by P&G as part of its PharmacyCare programme, says guidance from branded companies can generate “real business results” and add “value for patients.” P&G's research was based on a canvassing process which took in 300 pharmacists nationally across Alphega, Numark, Lloyds and independent pharmacies.
Those pharmacists and their staff were asked what tactics they found useful in improving their businesses, such as training and education for pharmacy staff so they have the confidence to make the best recommendations for patients.
Category management, a key part of the PharmacyCare programme, was revealed as crucial to business growth and over a third of pharmacists said they follow a planogram all the time, with 38% agreeing that doing that will increase their sales.
The research also highlighted that 45% of people choose their pharmacy based on friendly and helpful staff, 43% who bought an over-the-counter medicine received a specific recommendation from staff and 99% of those went on to buy that product.
“If these principles are followed it can make a real difference to the bottom line of the business. We know from our own research that those people who have already adopted these best practice principles have seen a sales uplift of between 7-20%,” said Dave Ewan, P&G’s PharmacyCare business leader.
“We want to listen and learn from those on the ground, delivering pharmacy services day in and day out. We at P&G are fully committed to investing in pharmacy for the long term and want to work closely with the sector to instigate change for the better.”
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