One of the main conclusions of the Farma Shopper 2018 study, prepared by IQVIA and Shoppertec, is that proximity is the most important reason to choose a pharmacy (56%). 76% of buyers live less than ten minutes walk, and 75% come on foot. The second reason for choosing the pharmacy is the service, which has gained relevance with respect to 2014 (27% vs 17%), as well as the convenience – It’s on the way (19% vs 10%).
In recent years, the channel has undergone a great transformation, where there is a gap between the traditional pharmacy, which focuses more on medicines, and the pharmacies that bet on Consumer Health, consolidating as a growth driver. It is observed that the largest pharmacies are able to attract a more distant clientele and have gained clients. The growth of these larger pharmacies has improved and concentrated the business of the laboratories. It is the medium sized pharmacies that present a great opportunity for the growth of your business.
It is recommended that laboratories identify the best pharmacies for their categories. It is also important to improve the arrival to the pharmacy, invest in having a direct presence in pharmacies with more potential and optimize the size of commercial equipment. As each category is unique, Farma Shopper has audited more than 60, giving a solution to the laboratories to recognize the key levers that allow their development and that of their brands.
Pharmacies must position themselves and bet on those categories with the greatest potential based on the profile of the clients in their area of influence. For this, it is essential that the pharmacy has a broad and detailed sociodemographic knowledge of its environment within 10 minutes walking (76% buyers), as well as having relevant information regarding the positioning and potential of its competition.
Farma Shopper 2018 is the largest consumer and customer study of Consumer Health in the pharmacy ever made in Spain. The goal is to understand who buys, how, where and why; to help labs in their categories and increase the detailed knowledge of your buyer, and thus know where and how you should invest to influence the buying process.
The study that has been carried out during the months of May and June of 2018, combines different quantitative and qualitative methodologies, with more than 60 audited categories. 2,000 online surveys of the general public have been carried out; 11,400 surveys to buyers leaving the pharmacy; 1,200 follow-ups with observation to buyers throughout the tour in their visit to the establishment; 5,000 observations to buyers in their interaction with the pharmacist (100 per category audited); PDV audits with the key variables of universes and audited categories; 22 in-depth interviews with pharmacists; 120 purchases accompanied by in-depth interviews with buyers (with Eyetracking glasses); 150 surveys with Eyetracking in the room and post interview of more than 150 stimuli.
IQVIA (NYSE: IQV), is a leading global provider of information services, innovative technology solutions and research that focuses on the use of data and science to help its health sector clients find better solutions for their patients. Result of the merger between IMS Health and Quintiles, IQVIA has approximately 55,000 employees worldwide. Get more information on www.iqvia.com.
Shoppertec is a strategic and operational consultancy specialized in knowing the buyer and the point of sale, with a clear focus on action and achieving results. More information at www.shoppertec.com.
Jesús López | Communications Manager | IQVIA Spain
firstname.lastname@example.org | M: +34 662 319 705
LinkedIn: IQVIA Spain
Álvaro Redruello | Communications Manager | Shoppertec
email@example.com | M: +34 601 733 951