4. Javier García Garcia - javi99garcia
PHYSICIANS
CLINICAL TRIALS
SYMPOSIUMS
CME
SAMPLES
HIGH PROFATIBILITY
Javier García Garcia - javi99garcia
5. Javier García Garcia - javi99garcia
Retailers have service in their DNA
They are investing heavily in e-commerce and also in stores
They are closely integrating their online and offline sales channels to present
customers with a seamless shopping experience
They are leveraging social media for direct sales
Private label merchandise accounts for a high and often increasing
proportion of sales
Whatever they promise, they deliver, or make themselves accountable if
they don’t
The10characteristicsofHighlyEffectiveRetailers.MichaelBaker
Javier García Garcia - javi99garcia
6. Javier García Garcia - javi99garcia
TRADITIONALISTS
Mission
Operate the pharmacy as a business considering margins and sales conditions
Key Purchase Drivers
Deal with best companies/brands with trusted reputation
Mission
Quality services to differentiate, Sell better to sell more
Key Purchase Drivers
Selling arguments are more important than ingredients
Mission
Assist their patient with their expertise on pharmacological (ingredients,dosage …)
Key Purchase Drivers
Scientific tools and training
Mission
Health counselor : Establish a trustful relation with patients: Human touch is key
Key Purchase Drivers
Importance of trusted and reliable brands to be reassured and to reassure clients
SCIENTISTS
MARKETERS
BUSINESSMEN
10. Javier García Garcia - javi99garcia
Nowadays, the
web universe is
the base for a
digital strategy to
relate with
customers and
other users
Client/user
communication
Funnel
Client information
extraction
Client behaviour
Customized
treatment
Quality improvement
in services
Web
Proactive
communication
The three main activities in the online channel are: 1- Web (inbound), 2 –
Proactive communication (outbound) and 3- Knowledge
Customer
insights
11. Javier García Garcia - javi99garcia
Strengthen transaction area
Fragment the information
Advertising and aimed promotion
Personalized content and service
Generate contents
What do Customers seek in our website?
“Must to have” - Website
Unify web technologies
12. Javier García Garcia - javi99garcia
Customers can place
their orders online
They can choose the
visualization by
presentation or
molecule
Top molecule
recommendation per
customer
The system provides
recommend order
based on past
information
They can copy and
paste the purchase
from pharmacy ERP
Lessons learnt from on-line retailers
13. Javier García Garcia - javi99garcia
Customers can process claims online…
…download invoices and other
documents like “347 model” …
…and have all the information about their
order: status, wholesaler…
Lessons learnt from banking
14. Javier García Garcia - javi99garcia
# orders
2014 20162015
turnover (MM)
2014 20162015
# users
2014 20162015
15. Javier García Garcia - javi99garcia
Single Channel Multi-Channel Cross-Channel Omni-Channel
• Single contact point • Multiple contact points
acting independently
• New opportunities within
the digital channel
• Single contact point
• Some coordination between
channels
• Digital channel is key
• Single view of the customer
but operating in silos
• Customers see multiple
touch-points as part of same
brand
• Single contact point
• Single view of the customer
and operating co-ordinately
• Digital in the centre
• Big data
• Customers experience a
brand, not a channel within a
brand. They engage via
integrated, seamless
experiences
e-mail landlinewebsales
rep
mobilesales
rep
web sales
rep
mobile e-mail landlinesocial media
e-mail landlinewebsales
rep
mobile
16. Javier García Garcia - javi99garcia
Área de clientes (2) Microsites Videos
Comunidades Servicios
(1) Private
Customer Area
(3) Videos
(5) Communities (4) Services
Content is the king
17. Javier García Garcia - javi99garcia
We use our microsites to focus in valuable information for pharmacists and attract
people to our Digital environment
•Pharmacy services (MUR,
screenings, health check,…)
•Courses (collaboration with other
institutions)
18. Javier García Garcia - javi99garcia
Through valuable contents we have been able to attract visitors and
creates engagement in a regular growing pattern
# of Newsletter
subscribers
# Visitors
92,5%
106%
Av. session duration: 3´ (returning visitors)
19. Javier García Garcia - javi99garcia
Marketing Automation
Awareness
Loyalty
Conversion
Sales Force
Customer serviceWeb
20. Javier García Garcia - javi99garcia
“Colpotrofin is back:
10 % discount”
“We want to ask you
forgiveness”
25/05/2016
“Colpotrofin is back:
10 % discount”
28/05/2016
YES
NO
YES
NO
NO
YES
YES
NO
YES
NO
“We want to ask you
forgiveness”
23/06/2016
2506/2016
YES
NO
NO
19/07/2016
“Last call”
From a single campaign…
21. Javier García Garcia - javi99garcia
Call
2
action
NO
YES
NO
Campaign 1
Campaign 2
Campaign 3
Campaign 4
Campaign 5
Campaign 1
Call
2
action
YES
NO
Campaign 1b
YES
Call
2
action
YES
NO
Campaign 1b
Call
2
action
YES
NO
Campaign 1c
YES
Call
2
action
YES
NO
Campaign 1c
Call
2
action
YES
NO
YES
Campaign 6
To multiples campaignes according to the
situation in the funnel
