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10 ORAL HEALTH OPPORTUNITIES IN THE PHARMACY

10th December 2019 0

The search for pharmaceutical advice and more specific formulations are an open door to the pharmacy for all those who wish to improve their Oral Health. 

The fact is, everyone who comes into your pharmacy is using a toothbrush and toothpaste at least daily, with greater or lesser frequency. 

BUT IS YOUR PHARMACY THE REFERRAL POINT WHERE THEY BUY THESE ITEMS? 

1. Switch from Oral Hygiene to Oral Health. The plus that the pharmacist contributes to drive the category away from a concept of Oral Hygiene towards one of Oral Health is a prime opportunity to take advantage of, so as to capture these customers. 
The differential value of the pharmacy lies in the Oral Health advice to be added to a sale in this category. Counselling will always build the public’s loyalty to the pharmacy. 

NOT ALL PRODUCTS ARE THE SAME, NOR DO ALL CUSTOMERS HAVE THE SAME NEEDS 

In addition to the direct off-the-shelf purchase, the pharmacist can recommend certain groups of patients an oral solution that will provide them with better health and quality of life. 
People with heart disease, polymedicated patients, diabetics and pregnant women need special care for their mouths with specific solutions and are regular customers at pharmacies. 
2. Training by pharma labs. With prior training by pharma labs, the pharmacist will easily be able to identify these groups of patients and recommend the best solution for each, thereby building the category. 
3. Pharmaceutical advice. This all reinforces the pharmacist’s advice, their image as a counsellor/prescriber, and builds up customer loyalty in a regular purchasing category. 

WHAT IS THE ORAL HEALTH BUYER LIKE? 

Buyer surveys conducted for the category at the pharmacy* describe a brand buyer who values differentiated solutions, is aware of the importance of good habits and good solutions and will take advice from the pharmacist. 
4. It is a market-driving category. This all describes planned, high frequency purchases. Not surprisingly, the Oral Health category is considered a market driver in pharma. Given this introduction... 

HOW SHOULD WE TAKE ADVANTAGE OF THE OPPORTUNITIES OFFERED BY ORAL HEALTH? 

5. Visibility at the point of sale. It is essential to foster visibility. Dedicate a visible and easily accessible space in the pharmacy for the category, setting clear, defined spaces for each brand, where the product can be freely selected since the consumer likes to ponder the different products. In this way, we communicate the existence of the category and the brands, and let the customer interact—67% of buyers pick the product straight from the shelf.* 
6. Choice of range. Once we choose the space, we must decide on the range. Cover the full range of needs for hygiene and Oral Health, with a differential range from that of supermarkets—the pharmacy’s main competitor*—weight adjusted to the subcategories in the market and according to our positioning and public. 
7. Organise shelves. Selecting which brands we will work with, give them visibility and organise the shelves according to the client's needs. This will provide us with a clear range and category management. 
8. Dynamise the Oral Health category. Once the category is measured up, we need to energise it. We must grab our customers’ attention in a category that they buy from regularly. 
9. Creation of campaigns at the point of sale. It is important to manage campaigns to include promotions, cross-consultation, publications on Social Networks, offering attractive samples and shop windows to help us capture customers who in most cases are in close proximity—58% of buyers choose a pharmacy close to home*
10. Collaboration with Oral Health experts. Collaboration with laboratories who have expertise in Oral Health will help your pharmacy to size up, enhance and make the most of this category with considerable potential. 
 

Bibliography

*Farmashopper 2018
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