Pharmacy Targeting – Maximizing Sales Effectiveness

With our pharmacy targeting solution, you can identify pharmacies with the highest potential in your specific market segment. Our analytics enable you to uncover untapped opportunities and unlock new avenues for growth. At the same time, you can pinpoint low-potential pharmacies, allowing you to allocate resources more efficiently and focus your efforts where they matter most. Our approach also allows you to identify products that can be successfully promoted together.

Pharmacy targeting also supports you in determining the optimal number of sales representatives and serves as a foundation for building and optimizing your sales force structure. For more information, please refer to the topic of territory alignment.

The identification of pharmacy-level potential is based on full-range pharmaceutical wholesale distribution data from community pharmacies — a dataset that ensures near-complete coverage and allows for customized market definitions. Leveraging our panel of approximately 7,000 pharmacies, we determine market potential across up to eight clusters, defined by either sales volume or units sold, covering around 99 % of all community pharmacies within the relevant market. As needed, this approach can be further enhanced by integrating additional internal data sources (such as direct business) as well as external data (for example, purchasing power metrics).

Sell-out pharmacy targeting is built on two core pillars:

• First, on a range of characteristics provided by our Pharmacy Cube, where each pharmacy is assigned a variety of relevant attributes. These include pharmacy-specific factors, location information, local sociodemographics, and insights from previous analyses.
• Second, accurate statistical estimates of each pharmacy’s specific market potential are developed by combining sell-out indicators from around 7,000 panel pharmacies, regional SHI billing data (GKV billing data), and sell-in data. This results in highly reliable forecasting for targeting the right pharmacies.

Based on this foundation, we individually characterize each pharmacy’s projected sales volume in the target segment using eight customer-specific potential clusters.