Communication to the Pharmacist in Italy
The role of the pharmacist
The role of the pharmacist has evolved in recent years in terms of Pharma Marketing in Italy. During the Covid emergency, the pharmacy represented an important point of reference for citizens and this is why pharmaceutical companies have rediscovered the high value of the figure of the pharmacist, a competent professional able to come into immediate and direct contact with patients.
For this reason, focusing on the relationship, training and communication with the pharmacist is a winning choice.
The Multichannel in Pharmacy
The Pharma Multichannel is a new way of thinking about promotional, communication and information processes.
In pharmacy, using the Pharma Multichannel means bringing together four elements: the enquiries received, the promotional opportunity, the margin and the shelf.
The Pharmaceutical Representative and the Pharmacy
Today, pharmacies are real businesses. The challenge of the pharmaceutical sales representative in Italy is to know how to best understand what the pharmacist intends to submit to his customers or patients. The Pharmaceutical Sales Representative in Italy provides the pharmacist (owner or at the counter) with the skills to deal with the therapy to the best satisfaction of the patient. The good pharmaceutical sales rep is the one who succeeds in solving the pharmacist's difficulties in offering the best Value Selling Proposition to the patient.
How to communicate with the Pharmacist in Italy
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The Agile Platform
All activities and processes are centralised on a platform called Agile, which brings together all the relationships and transactions of a project. The software also allows the network to be guided on the market and the target group, indicating to the individual pharmaceutical sales rep or agent both the potential contacts to be visited first, and the topics to be dealt with, also showing previously dealt with topics and presenting opportunities and criticalities (outstanding invoices, purchases in transfer order, promotions, course participation).- Guiding the pharmaceutical sales representative or agent in choosing the target audience and the content to be submitted
- Assessing opportunities and critical issues
Dottnet
Using the Dottnet portal, it is possible to strengthen online communication to all pharmacists (owners and employees) by creating information and sales promotion campaigns, and report the results on Agile.- Creating promotion and sales campaigns
The Training
One of the most important elements is training, both face-to-face and distance learning, through which the pharmaceutical companies convey to the pharmacist (owner or employee) useful elements to build a close relationship between the pharmacy, the territory and the local doctor.
Doctors Database
The doctor database serves to put together the relationships between physician and pharmacies on the basis of relationships, communication and territory. this makes it possible to act on the doctor or the pharmacy as if it were a microcosm within the relationship capacity that develops, not to lose prescriptions and to go to the right outlet. To the right doctor the right communication but also to the right pharmacist the right communication.
The Pharmaceutical Sales Rep in Italy
The pharmacist approaches the patient with a double vision: commercial and professional. The Pharmaceutical Sales Rep in Italy must be able to support him in the second, without trying to cross a too commercial threshold.
The pharmacist based on the experience of our "remote agent" buys based on certain elements
-the shelf space (rotation and size, storage)
-the requests received (current and expected movement)
-the margin (not the discount!)
-the promotional opportunity (how and how much he can act with his advice)
-exclusivity (conditions that make one's practice unique or identifiable).
The good pharmaceutical sales representative in Italy is the one who succeeds in solving the pharmacist's difficulties in offering the best Value Selling Proposition to the patient.