FEATURES OF MARKETING OF PHARMACY

   Features of marketing in the pharmaceutical industry is that production is oriented not only to the end user tools, but also for doctors (or pharmacists who recommend drugs). Although, in the end, patients are buyers and consumers of drugs (prescription), but in some cases it is the specialist determines what medicine to which the dosage form, how much and for how long to apply.
   This feature is also linked to the frequent lack of awareness of the end user (patient) as to which the medicine is necessary and what is on the market to choose which substitutes. Thus, the main targets of marketing efforts in this area are physicians, prescribers and patients. The doctor in equal and sometimes even more so is the generator of demand.

     Therefore, the main feature of the marketing in pharmacy - a significant complication of buyer - seller. To meet the needs of the patient in the healing of an illness, you must first install the correct diagnosis (the doctor), and then determine the correct strategy and tactics of treatment (the doctor), to identify therapeutic measures, for which the right to choose the method of treatment (the doctor) and drug therapy (doctor, and abroad - Parts and CLINICAL PHARMACOLOGY). Equally important is the role of the pharmacist, because no matter how well designed treatment strategy if there is no proper and quality of the drug, medical device or other essential pharmaceutical product, the target will not be achieved. With the introduction of general health insurance will play an important role and authority of the insurance, because they determine what medical and pharmaceutical services for free or for a fee, provided the consumer.

Attract visitors to the pharmacy to help these marketing techniques:

    1. The introduction of the funded program allows you to: create a database of loyal customers, increase the average bill by 10-20%, increase the number of new visitors and retain loyal customers, increase brand awareness pharmacy network and collect as many positive reviews of the staff, and the entire network. 

   2. Cooperation with the charitable foundation created confidence that comes from the social orientation of the pharmacy business, and ensure the provision of real help to those who need it, maintaining regular customers, brand recognition pharmacy chain. 

   3. Trading card area. This is a map. It displays the location of the pharmacy, competing pharmacies, "client magnet", advertisements and possible stores partners. Introduction of card trading space allows to calculate the potential flow, attract new visitors (using affiliate programs), to define space for advertising media and promoters, as well as save your advertising budget. 

  4. Event marketing - discounts, gifts, holding shares, confined to an event that can be done daily, - national and professional holidays, birthdays, etc.
 
  5. Technology "test - measurement - adjustment." The main rule - is not rolling out everywhere and at the same time! Such technologies may not always work, so they must first be tested in a pharmacy, if not the result - correct action, and only have to move on.

Increase sales in the pharmacy point can affect each of the three levels of sales funnel.

     If we examine each level funnel, you can define that point, the work that will help increase sales.

    Used for external marketing outdoor advertising, mailing, IT-tools, literature for physicians and patients, presentations.

    In the outdoor advertising to display these elements:

    Offer - specific and clear sentences;

   Dead Line - is a time limit in the framework of the action;
 
   Call to Action - a call to action.

Label "Open"

      Thanks to signboard- - a simple label "Open" - attendance pharmacies may increase by 25%. Simple design of the shop floor increases the confidence of potential customers to the pharmacy. It is very important input to the pharmacy to make the most noticeable, because more than 50% of cases it is not clear where he was.

     Powerful way to attract new customers are also affiliate sales (collaboration with medical representatives and doctors health facilities), site pharmacy with a simple navigation system.

Merchandising concept

Merchandising concept in pharmacy includes:

   Placement in the sales area pharmacies posters;
 
   Installation of advertising stand;

   Product placement and bears an advertisement (boxes of checks for coins);

   Distribution of advertising materials (bags, pens, notebooks) with the name of the drug;

   Installation of advertising models, mannequins - heroes advertising themes;

   Presentations and consultations in the pharmacy representatives of manufacturing companies, doctors;

   Distribution of test samples (in the sales area).

Opening an online pharmacy

   To open the online pharmacy requires the following conditions: 

   There is a real pharmacy with the generated product range,  
   -  pricing
   -  delivery service and call center, 
   -  website development, easy to use, which would cause the trust and held a leading position in the rankings of search sites.

Chocolate

Lovers of dark chocolate should temper its appetite, and in much smaller quantities consumed this delicacy, experts say. It turned out that he is not as useful as previously thought.

A number of studies have shown that it is in dark chocolate contains a large amount of procyanidins - flavonoids, which have a positive effect on the heart and lower blood pressure. In that dark chocolate is superior to the properties of milk and white species. However, as it became known as a result of the experiments, a dark chocolate contains more calories and saturated fat.
For example, 40 grams (4-7 slices) chocolate (85% cocoa content) contain 227 calories and 12 grams of saturated fat. This represents 60% of the daily consumption rates. And in the same quantity of milk chocolate and calories (210 calories) and saturated fat (7 grams) is somewhat smaller. This represents 37% of the daily requirement.

Based on the results of research, nutritionists recommend that lovers of dark chocolate consumed no more than 1-2 cloves of goodies every day. And sometimes it is best to replace the chocolate with red apples. It turned out that one apple contained the same amount of beneficial procyanidins, how much and in 47 grams of dark chocolate, but less than 150 calories.

Antibiotics and ear

Scientists from the Netherlands conducted a study and concluded that treatment with antibiotics can lead to ear infections in children. Repeated use Amoxicillin increases the risk of disease by 20%.

The results showed that 63% of children treated with antibiotics for 3-year period have been observed cases of recurrent ear infections. In 43% of children who did not use antibiotics, recurrence of symptoms was observed. But the risk of the need for surgery in these patients increased by 9%.

The study involved 168 children aged 6 months to 2 years. In the group of children treated with amoxicillin, in 47 out of 75 patients re-diagnosed ear infection.

Researchers recommend that physicians as possible as infrequently as possible to resort to the treatment of ear infections Amoxicillin. Antibiotics weaken the protective properties of the organism and infection, "get used" and are more resistant to drugs.

With women and patients with diabetes more difficult to conceive

High levels of saturated fatty acids, which can be found in the ovaries of obese women and women suffering from type 2 diabetes can prevent the development of the embryo and lead to an unsuccessful pregnancy.

This may explain why women with metabolic disorders can not conceive normally, according to an article published in the journal PLoS ONE. Researchers found: people in this group tend to absorb more risk of being stored in body fat. As a result, increases the level of saturated fatty acids in the ovaries. And they have a toxic effect on the developing oocyte before ovulation, says the head of research Professor Joe Leroy from the University of Antwerp.

It turned out embryos with a less active metabolism are more likely to result in normal pregnancies. A high level of saturated fatty acids increased the metabolism of amino acids, altered oxygen consumption, glucose and lactate. Moreover, although the fatty acids do not interfere with the egg to develop two-celled stage, their number who reach the level of blastocysts significantly decreased.

Full people lose weight is not necessarily

Employees at York University in Toronto tested the 6 th complete the Americans for the 16-year period. Obtained information about mortality compared with the same data in slender people.

As a result, the researchers found that healthy, but fat people tend to weigh more than their peers in childhood, with the feel happier and less anxious to get rid of the hated by many pounds. Such people tend to be active and make the diet of healthy foods.

"Our work suggests that not all full of people should lose weight. Moreover, an attempt to lose weight may be more dangerous than the presence of increased weight. But then the man must lead a healthy lifestyle, eat right, move ", - stressed the head of research, Jennifer Cook.

Experts from Harvard University, in turn, claim, just two slices of bacon a day increases the risk of developing diabetes by more than 50%. Also increases the risk of one sausage, a small burger or a couple slices of salami.