Pharmacy Retail Sales

Rationale (Situational Analysis)

Multinational healthcare company attempting to grow their range from a static position to one of successful organic growth.

The company focus was split between script generation and retail pharmacy business. Their key laxatives were relatively unknown.

Objectives

The multinational created a core script business and outsourced the OTC range to IHS:

• Laxatives to become brands and grow organically.
• OTC range to expand footprint.

Team and Tactics

Internal structural changes were made by the company to drive script business and curry favour with specialists, while IHS provided sales support in pharmacy.

Outcomes

IHS supported OTC range in pharmacy channel.

Year 1

• Portfolio grew 34% across the board.
• Flagship laxative market share grew until 3^rd (value) in A6A market.
• Acute laxative moved into 5^th slot (value) in A6A market.

Year 3

IHS campaigned in Pharmacy for laxatives and entire OTC range.

• Flagship laxative ranked 1 in A6A market (value).
• OTC range grew originally by 14% (3% declining market).

Year 5

• Flagship laxative ranked 1 in A6A market (units).
• OTC range grew originally by 15% (1% declining market).

Year 10

• Flagship laxative owned 27% market share.
• Sales market excess of R65 million.

This case study is synoptic.  For more information, please contact Steve Langenegger: Click here.