TorchMedia | Project Rx
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Project Rx

WE GOT INSIDE PHARMACY SHOPPERS’ HEADS.

AND FOUND OUT WHAT DRIVES THEM.

In 2011, TorchMedia conducted a comprehensive study in two stages of 1041 and 14 shoppers in the pharmacy channel, with research partners ShopAbility. The study looked at what drives shoppers to Australian pharmacies, how they view the channel, what they want and how they behave in store.

USE IN-STORE MARKETING AND MEDIA TO INCREASE SHOPPER APPEAL IN PHARMACY

HOW?

Stage one: accompanied shops – multistore immersions

• N = 14
• 10 F, 4 M
• Individual Depths
• Spread of life stages
• Spread of incomes
• Sydney
• Spread of geographic/demographic areas
• 2.5 hours per depth
• Pre-store discussion, take to stores, wrap up

Stage two: online surveys

• N = 1041
• 25% M, 75% F
• 39% kids, 61% no kids
• Spread of life stages

WHAT IS THE ROLE OF PHARMACY?

• The primary function of pharmacy is script fill.
• Advice and OTC drugs are also core functions of the pharmacy channel driven by availability.
• Pharmacy is the cure channel with shoppers visiting for treatments.
• Front of store products such as discount washing powder appeal to price sensitive shoppers.

pharmacyrole

HOW DO SHOPPERS VIEW THE PHARMACY CHANNEL?

Shoppers, in simple terms, think about pharmacy in terms of size; small, medium and large. Here’s the how shoppers describe pharmacy types:

Local Chemist – traditional pharmacy, the relationship with pharmacist is paramount and primary trip type is script fill

Chain Franchise Outlet – front of store and script fill are drivers, more ‘retail’ focus to trip types

Budget Chemist – dominated by destination stock up

Medical Centre – infrequently visited, usually under duress

Priceline – destination hair and beauty superstore

WHO SHOPS PHARMACY?

TEENAGERS

• Less likely to browse but when they do they find cosmetics and beauty categories the most engaging
• Less likely to be in Pharmacy as they tend to be in good health and therefore do not need to visit

SINK / DINK

• Most likely to drop off scripts and come back to pick up rather than wait in store
• Less engaged with traditional pharmacy but more engaged with Priceline
• Most likely to shop for cosmetics and beauty products

YOUNG MUMS

• Looking for personal service and advice that comes from a local pharmacy
• Shop in store for baby products, looking for advice and baby-related services
• Likely to browse the store while waiting for scripts to be filled

OLDER FAMILIES

• Typically become less dependent on pharmacies as children become teenagers
• More likely to behave like SINK/DINKs although some stay in store to wait for scripts
• More likely to shop for gifts in pharmacy

EMPTY NESTERS

• Likely to be increasing their frequency of visits as they age, developing a relationship with the pharmacist
• Likely to wait in-store and browse in-store rather than drop off and come back

ELDERLY

• Looking for personal service and advice that comes from a local pharmacy
• Value the relationship they build with the pharmacist and pharmacy staff
• Likely to sit and wait for scripts to be filled
• Greatest users of script fill services

BEST MEDIA POSITION IN-STORE

pharmacyheatmap

Arrows represent the traffic flow for a typical script fill shopping trip.

Shoppers who browse while filling a script are most likely to browse the categories close to the dispensary so they can hear when their script is ready.

Screens positioned near the dispensary will receive maximum exposure in stores where script is the greatest driver of traffic.

Media stands close to scripts will aid recall of multimedia content.

HOW TO MAKE THE OFFER MORE ATTRACTIVE

• Use in-store marketing and media to increase shopper appeal in pharmacy

• Vitamins, cosmetics and hair accessories are key hot spots – media around these areas is key. Vitamins are particularly important given that most see pharmacy playing a role in preventative health

• Type of media around these areas needs to be tailored to certain life stages. Cosmetics and hair accessories are key browse categories for younger respondents while vitamins has a broader appeal

• Use catalogue and loyalty card to help support these offers

• Media needs to be tailored at different times given that different shoppers are more likely to walk in at different times

In short, pharmacy as an effective retail channel is currently underutilised. Improving the relevance and appeal of pharmacy to shoppers in a targeted way can help pharmacies carve a role beyond straight script fill, in order to compete in an environment where major grocery retailers continue to increase their share of wallet in pharmacy-related categories.

 

WANT TO SEE THE FULL RESULTS?

Talk to your Account Manager or contact us to find out more.