Success stories: Product succession of a pharmaceutical product

Initial situation

A successor product to a bestseller was launched on the market with an improved recipe in addition to the original product. Although the new recipe was clearly superior to the previous recipe, the new product, which was economically more attractive for the manufacturer, was hardly sold by pharmacies. Despite intensive efforts, the manufacturer was not successful in establishing the successor product in the pharmacy market.

Solution approach

With the help of our qualified sales representatives, the pharmacists and pharmacy technicians in the 6,000 strongest German OTC pharmacies were informed about the advantages of the improved successor product with an innovative training concept on site. The stockpiling of the new product in the pharmacies was thus successfully boosted. The pharmacy mail-order business was also successfully addressed by our key account management within the scope of the support provided by us.

Result

Sales in the two segments of community pharmacies and mail-order pharmacies were significantly influenced in favor of the successor product.