CONSUMER HEALTH

Contexte

La natalité française bat des records : 828 000 naissances en 2012.
L'officine, gage de sécurité, est une lieu d'achat privilégie pour les mamans.
Conseil et promotion sont les 2 principaux leviers du développement de ce segment à l'officine.

Problématique

Comment apporter un maximum de visibilité aux laboratoires partenaires pour un investissement optimal lié à la mutualisation des coûts ?

Recommandation OCP CONNECT

• 2 temps forts : le mois du bébé et la rentrée
• 2 cibles : officinaux et grand public
• 3 axes d'actions :
  
  • Présence officine : Spot Santé, presse, call
  • Visibilité grand public : affichage camionnette
  • Conseil & vente : catalogue, web, kit d'aide au conseil

Mesure de performance

•   10 000 officines clientes
•  +19% de ventes vs N-1 pour les 10 laboratoires partenaires 

Context

Market leader for cosmetics in pharmacies.
Direct sales outlet management by the company

Challenge

Maintaining brand market share in pharmacies in a highly competitive market

OCP CONNECT’s recommendations

• Targeting : datamining identification of high potential pharmacies out of direct business
• Developing commitment : subscription of the target to an annual purchase agreement (recruitment through phoning and e-mailing campaigns)
• Stimulating pharmacies :
  • phoning campaigns with proposal of seasonal offers on flagship products
  • mailing of a sales development kit

ROI measurement

• 31% average order rate for each phoning campaign
• 1100 pharmacies under contract
• 100% of subscribers are active

Context

Launch of a new OTC product remedy indicated in the short-term of gastroesophageal reflux. Several competitors are already on the segment.

Challenge

Ensuring pharmacist preference and first place in pharmacies

OCP CONNECT’s recommendations

• Wide-scale information : recorded Spot Santé message inserted in the OCP call centre greeting
• Targeting : datamining identification of a target of 3500 pharmacies with high market potential
• Ensuring listing : targeted telesales campaign
• Training : e-detailing campaign on the core target
• Supporting : post-training kit mailed to pharmacies (training material on CD, goodies, patient brochure)

ROI measurement

• 10% order rate
• 25% training rate

Context

Market leader in the highly competitive orthotics market.

Complex products requiring a high level of pharmacist knowledge.

Challenge
Increasing the perceived value of the company’s offer and differentiating it from its competitors.

OCP CONNECT’s recommendations

• Target: identification of a “VIP” client target by datamining
• Train just in time for “National Back Week”: web conference on lumbago management & advice
• Accompany: delivery of a patient leaflet kit to core target + window stickers

ROI measurement

    30% training rate
    3 to 5 pharmacies trained on average

Context

A leading company in the OTC winter remedy market.

Challenge

Developing year-long sales

OCP CONNECT’s recommendations

• Wide scale promotion: year-long web campaign on POINT:
  • Promotional banners
  • Promotional e-mailing campaigns
• Reconquer:
  • identification by datamining of a target of 2 000 clients lost in 2010 with respect to 2009
  • telesales campaign on core target

ROI measurement

    Call : 13% reconquest new consumers
    Point : 10% average click rate and 80% average transformation rate