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Article

Digital Couponing

Nov 26, 2020

Lessons in Digital Couponing for Consumer Health Products

How to Drive Incremental Sales

Digital couponing, promoted through displays in pharmacies, has the potential to generate substantial incremental sales of consumer healthcare products, delivering impressive returns on investment. Having tracked and examined the success of several programs, we can offer some general advice on how to maximize that return.

How Digital Couponing Works

Digital couponing programs use point-of-sale displays, combined with a digital interface, to give patients discounts, while simplifying the transaction for pharmacists. It’s a fast and straightforward process. An in-store display offers the consumer a discount for the given product and directs the consumer to send a text message with the unique store code to the server. The consumer receives a coupon instantly for the discount, which is valid only at that store. When the consumer purchases the product and shows the coupon to the clerk, the discount is applied to the purchase price. The clerk redeems the coupon via the PharmInTouch Platform and is reimbursed automatically from the manufacturer.

After the sale, the manufacturer can continue engaging with the consumer via text messages. These exchanges could, for example ask the consumer to provide feedback on the use of the product.

An Illustrative Example

One manufacturer ran an in-store, direct discount selling-out campaign from March until June, 2020 in 800 pharmacies, offering consumers a €2 coupon on three brands. The program ran in approximately 800 pharmacies in Belgium, and over 6,000 consumers participated.

The manufacturer was able to monitor the impact of the program in real time through dashboards that measured:

  • The number of processed coupons, by pharmacy. In this case, 13 percent of participating pharmacies were responsible for 45 percent of the sales lift.
  • The number of coupons redeemed, by sales rep. Interestingly, 28 percent of the reps were responsible for 50 percent of the impact.
  • The program’s overall impact, via a comparison of the pre-campaign period to the campaign period, year over year. By thus ruling out the possibility that sales were impacted by seasonality, the manufacturer was confident that the coupon program produced a 20 percent increase in sales.
  • The distribution of incremental sales across pharmacies. Nearly a third (30 percent) of the most dynamic pharmacies generated 72 percent of the incremental sales.

All totaled, there were 20,000 coupons redeemed over the three-month campaign, each for a €2 discount. As the campaign yielded €175k in incremental sales the ROI was 1:3, not taking into account any other related costs or long-term sales impact.


Key Takeaways

Through this example and the many other similar programs with which we have experience, we’ve concluded:

  • The ROI calculation is straightforward. Because each campaign (and customer touchpoint) is assigned a unique code, you can easily determine which campaigns worked and which ones didn’t; external influences are minimized.
  • Not all pharmacies are “equally productive.” The incremental sales effect created by in-store visibility and couponing campaigns is not uniform across pharmacies. Dynamic pharmacies – those that have more than 4 coupons being processed - and sales reps that actively promote the campaign generate stronger the results.
  • It is possible to hyper-target accounts. Ideally, you would activate only those pharmacies that will be most productive and avoid wasting your resources on “passive” pharmacies. To determine where to target your efforts, you can pilot different campaigns in a limited setting and then use predictive analytics to determine which pharmacies will be prime candidates to include in the full rollout.
  • Mid-sized pharmacies are the most productive. From our own experience with these programs, we’ve seen that the largest incremental sales impact is realized in medium-sized pharmacies, rather than in the largest stores. It is the medium-sized stores that need your promotion more and where your program can gain the greatest visibility.

Although here we’ve limited our discussion to how this technological process can be applied to digital couponing, the same approach can be applied in many other settings aside from pharmacies. In fact, it allows you to set up and track any type of healthcare professional or consumer journey.

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