June 3, 2019

When Pharma Retail needs engagement


  • One of the leaders in the supply of generic APIs at a global level.
  • Key markets: North America (54%), India (15%), Russia (12%).
  • Strong pipeline of differentiated formulations to address patient treatment needs.

Create a channel communication program consistent with the insights.

  • Client

    One of the leaders in the supply of generic APIs at a global level.

  • Methodology

    Neuro Loyalty

  • Industry



The pharma industry is highly fragmented with around 40,000 brands fighting for coveted Retail shelf space’.

Pharma distribution is such that a pharmacist can buy from any Distributor or even from another large pharmacist, who acts as a semidistributor.

An average pharmacy is stocked with

10,000 brands, the inventory including 2-3 strips in average per brand.

To limit their investments, pharmacists tend not to stock many ‘slow moving’ brands.


Neuro & Quantitative research

Online studies testing: Trustworthiness, Touch Points Interaction Friction, Redemption Insights

Qualitative research

IDIs with target respondents (pharmacists)

Secondary research:

Product portfolio analysis of competitor

Target respondents:

Pharmacies across the country in 2 categories: Standalone & Chain



1. Strong Brand perceived as highly dependable, ethical, fair and reliable.
2. Medical representatives seen as catalysts of the loyalty program.
3. Strong Product Recall on 4 key brands only.
4. Sales person is primary touchpoint, perceived as trustworthy and reliable.


1. Redefined the channel loyalty program
2. Designed a differentiated retailer engagement program
3. Redesigned channel communication

The recommendation

1. Enhanced off-take volumes per pharmacist, wider availability.
2. Segmentation: identify and retain the most valuable pharmacists.
3. Targeting: track pharmacist preferences & develop precisely targeted campaigns.
4. Positioning: establish one-to-one relationships with pharmacists to generate incremental, long term value.
5. Analytics: In depth Secondary Sales data - quantity, frequency & pattern.
6. Superior one-to-one Retailer engagement (e.g. DOB, DOA celebration).

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